© Ferrari
Ferrari has added another name to the space available on its 2027 cars, signing a multi-year global partnership with Japanese technology company Rakuten.
The agreement begins on January 1 and makes Rakuten a team partner in the telecommunications and e-commerce categories. Its branding will appear on Ferrari’s Formula 1 cars, driver clothing and around the team’s working environment.
Rakuten operates businesses ranging from online retail and financial services to mobile communications. The partnership will also involve Rakuten Symphony, its telecommunications technology operation.
Chairman and CEO Mickey Mikitani said Formula 1 would provide a global platform for Rakuten’s technology, digital services and membership experiences.
This partnership provides a dynamic global stage to bring Rakuten’s technology capabilities, digital ecosystem and unique membership experiences directly to millions of passionate Ferrari and Formula 1 fans around the world,
he said.
Ferrari chief racing revenue officer Lorenzo Giorgetti said the agreement could create commercial opportunities beyond the circuit.
Rakuten has built an exceptional digital ecosystem and brings technological capabilities that can open up new ways for us to create value beyond the racetrack,
he said.
Neither company disclosed the value of the agreement. That leaves the most closely observed number as the size and location of the logo when Ferrari unveils its 2027 car.
The deal is separate from Ferrari’s title partnership with HP and expands the team’s commercial portfolio as Formula 1 continues attracting technology companies seeking an international audience.
The first visible test will come at Ferrari’s 2027 launch, when the promises about technology and e-commerce will have to fit around the bodywork.
