IBM identified Formula One as a missing sports partnership and chose Scuderia Ferrari HP. Formula One’s popularity in the U.S. has grown through mainstream media coverage, while tech companies increasingly sponsor teams to gain visibility and provide analytics and AI tools. The IBM-Ferrari partnership focuses on using data to make AI feel useful, especially in storytelling. The collaboration centers on enhancing fan engagement by overhauling the technology behind the Ferrari fan app. Ferrari created a “head of fan development” role to improve how fans feel recognized. The approach converts track data into easy-to-follow, engaging content, turning millions of data points captured during races into fan-facing experiences.
"At the heart of this partnership, however, is what has led other teams to start working with tech giants: access to more sophisticated tech solutions that can help them make the most of, especially, artificial intelligence. In fact, one of the best parts of sports, Stanhouse said, is how much data is available and can be used to help people get comfortable with AI. "They actually see how it serves them," she said of how AI is used in sports storytelling."
"The IBM-Ferrari partnership centers on that idea of storytelling, enhancing fan engagement by overhauling the technology powering the Ferrari fan app. To help with this, Ferrari hired Stefano Pallard in the newly titled role "head of fan development," who said the challenge the team wanted to tackle was not just reaching fans, but "making each of them feel like we know them.""
""That starts with taking the data we get from the track and turning it into content that is easy to follow and engaging," he told TechCrunch. Teams process millions of data points per second during each race, capturing every movement of"
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