Two years ago, IBM realized there was one glaring omission in its roster of sports partnerships: Formula One.
In recent years, Formula One has surged in popularity globally, particularly in the U.S. Netflix’s series “Drive to Survive” has transformed F1 drivers into household names. The tech-driven nature of the sport has attracted companies like AWS, Oracle, and Anthropic, eager to partner with teams for sponsorship opportunities and cutting-edge data analytics that provide competitive advantages.
Thus, it’s no surprise that IBM chose to engage with Formula One for its latest sports partnership, aligning with the iconic team, Scuderia Ferrari HP.
“They’re the most successful team in history,” remarked Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, in an interview with ToolsMixAi.
Central to this collaboration is the goal of leveraging advanced technology, particularly artificial intelligence, to enhance the fan experience. Stanhouse emphasized how the wealth of available data in sports helps fans grasp the benefits of AI.
“They actually see how it serves them,” she explained, referring to the integration of AI in sports narratives.
This partnership aims to enrich storytelling, improving fan interaction through an upgraded Ferrari fan app. To spearhead this initiative, Ferrari appointed Stefano Pallard as “head of fan development,” who indicated that their goal was beyond mere outreach, but rather, to make every fan feel known.
“That begins with transforming the data we gather from the track into engaging content,” Pallard said in the interview.
During races, teams process millions of data points each second, tracking every driver and car movement. Converting this information into compelling content for fans is just one way that sophisticated enterprise AI enables businesses to better engage with their audience.
Among the eleven teams, Ferrari stands out with a dedicated fan app, unlike some of its peers who primarily use social media or the official F1 platforms. This move illustrates how the sport is increasingly recognizing its expanding global fanbase.
Noteworthy adjustments to the Ferrari app included the introduction of an Italian language option, as many Italian fans previously lacked access to the app in their native tongue.
Stanhouse noted that the former Ferrari fan app primarily served as a transactional space for race information, but the revamped app now features interactive games, AI-generated race summaries, exclusive team content, prediction opportunities, and an AI assistant for fan inquiries.
“There are two drivers, but did you know it takes 24 people working simultaneously in two seconds to change a tire?” Stanhouse remarked, emphasizing how storytelling can bridge the gap between fans and the team.
In contrast to other sports apps created by IBM, the Ferrari app prioritizes storytelling as a means to engage fans year-round, rather than just during event seasons, like the Masters tournament. Since IBM joined, engagement during race weekends has reportedly spiked by 62%, according to Stanhouse.
Pallard explained that AI is utilized to interpret user engagement within the app, analyzing preferred content types and the sentiments behind fan messages.
“That helps us grasp what resonates with the Tifosi [the nickname for Ferrari fans], directly informing how we refine our storytelling and deliver content,” he stated.
The team aspires to further explore personalization, aiming for more immersive encounters for fans.
Developers have also acknowledged Ferrari’s evolving fanbase, which has diversified in recent years. F1 statistics released last year revealed that 75% of new fans were women, many from Gen Z. An appealing aspect for female fans is the F1 Academy, an initiative designed to cultivate future female drivers. Like their long-time counterparts, these new fans seek an enhanced experience.
“They are asking for more data, more insight, more features, and we have to be able to deliver that,” Pallard stated. “With IBM, the aim over the next five years is to tailor every fan’s experience, ensuring that whether they’ve been with us for 30 years or 30 days, they feel a connection. That is the path to lasting loyalty.”
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