Formula One is a dizzying blend of engineering wizardry, driver finesse and enough data to make a fan’s head spin — but Scuderia Ferrari’s mobile app, a collaboration with IBM, promises to cut through the noise and deliver race insights even the most casual viewer can understand.
With a global fan base estimated at nearly 400 million, offering the minutiae of races makes sense. AI upgrades to the Scuderia Ferrari mobile app are designed to deliver personalized, interactive experiences year-round — including the ability for fans to send messages directly to the team for a chance to be featured in key communications such as social media posts, blogs and more.
AI-generated race results will be available in English and Italian within hours of each race’s conclusion. Using large language models on watsonx, the team’s complex race data will be transformed into compelling narratives that include reflections from Scuderia Ferrari HP drivers and the team principal, according to IBM, a global leader in hybrid cloud and AI. Watsonx is IBM’s portfolio of AI products designed to accelerate the impact of generative AI in core workflows and drive productivity.
The app also features visualizations that allow fans to explore a range of data — from car performance and track conditions to session results and tire strategies. Historical data will also be available, such as a driver’s past performance on a particular track.
As Formula One expands, so does its fan base. Attendance in 2024 reached 6.5 million, up 9% from 2023, according to Liberty Media Corp., a U.S.-based mass media company with ownership stakes in the Formula One Group. The sport also drew 1.6 billion TV viewers and 97 million social media followers. Revenue rose for the fourth consecutive year to $3.65 billion in 2024.
“We are equally optimistic about 2025 as we mark F1’s 75th anniversary, which will provide incremental momentum for our brand … Our sponsorship roster is the strongest in the sport’s history, and the commercial pipeline remains robust,” said Stefano Domenicali, Formula One president and CEO.
The new features will roll out throughout 2025. “By combining data and AI technologies with the team’s vast amounts of current and historical data, IBM and Scuderia Ferrari are working to reimagine the digital fan experience in ways that deepen the connection between Tifosi, F1 fans and the world’s most renowned F1 racing team.”
“Tifosi” is Italian for “fans” and is used to describe the Rosso Corsa (Racing Red)-clad supporters of Scuderia Ferrari.
“IBM and Ferrari are bound by a shared commitment to progress, innovation and excellence,” said Jonathan Adashek, IBM senior vice president of marketing and communications. “With AI, we’re creating a new blueprint for digital fan engagement that brings fans even closer to Scuderia Ferrari — whether it’s race weekend or not. The app is built with the same data and analytics technologies used by IBM clients across industries to improve customer experiences, boost employee productivity and make more informed, data-driven business decisions.”
Ferrari Chief Racing Revenue Officer Lorenzo Giorgetti added: “This app is about bringing all our fans closer to the heart of the racing world of Ferrari. With IBM’s cutting-edge AI technology and our shared commitment to innovation and excellence, we are creating a digital experience worthy of the Ferrari name. The project has just launched and will become more comprehensive in the coming months, maximizing the potential of the tools IBM is putting at our disposal. I can’t wait to see fans interact with this new app and enter a new dimension of the Ferrari experience.”
