Ferrari announce 'exceptional' new 'global leader' F1 sponsor

Scuderia Ferrari HP is pleased to announce a new multi-year global partnership with Rakuten, which will become a Team Partner of the Scuderia in the categories of Telecommunications and E-Commerce from 1 January 2027.

Ferrari has announced a brand-new F1 sponsorship deal with communications giant Rakuten.

Starting from January 1st, 2027, the Japanese "global technology leader" will join forces with the Scuderia, combining Ferrari's "global reach and sporting heritage with Rakuten's technology network and extensive ecosystem."

Away from the track, Rakuten, founded in Tokyo in 1997, Rakuten's "wider ecosystem" will be explored, with "Rakuten Symphony, leveraging the global platform of Formula 1 to develop new business connections, showcase technological capabilities and explore opportunities for cross-industry innovation."

It is not Rakuten's first foray into sports sponsorship, with the company previously being the front of shirt sponsor to Barcelona, adorning the shirts of the likes of Lionel Messi, Neymar, and Luis Suarez between the 2017-18 and 2021-22 seasons. 

 "Welcoming Rakuten to Scuderia Ferrari is an opportunity to bring together two brands with a strong global presence and a shared belief in the power of innovation," said Lorenzo Giorgetti, Ferrari's chief racing revenue officer.

"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. 

"We look forward to working together from 2027 and exploring the opportunities that this partnership can create for both our organisations and our communities worldwide."

Meanwhile, the chairman and CEO of the Rakuten Group spoke of the "relentless pursuit of excellence" both companies share.

"Motorsport at the highest level is defined by a relentless pursuit of excellence, in technological innovation and creating unique connections with fans – a commitment we share with Scuderia Ferrari," said Mickey Mikitani.

"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."

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