considering IBM’s other sports sponsorships are with top-shelf properties, including long-standing deals with USTA/U.S. Open, the Masters, Wimbledon and a recent agreement with the Ferrari F1 team.

IBM has signed a global sponsorship deal with UFC, designed to leverage the exploding AI sector. One source familiar with the deal put it at low eight figures over a four-year term. The UFC's first ...

Greg Maffei will step down as chief executive of Formula One owner Liberty Media at the end of the year.

Ferrari has announced a new exciting partnership, with IBM set to become the Maranello-based outfit's fan engagement and data analytics partner from the 2025 F1 season.

IBM has announced a partnership with Formula 1 team Scuderia Ferrari HP, with plans to develop a mobile app offering a better ...

"With Scuderia Ferrari HP’s great experience in Formula 1 and IBM’s cutting-edge technology, the aim of the partnership is to ...

Now, FIA steward Johnny Herbert has suggested that if Bearman impresses at Haas, he could have a chance of replacing Hamilton at Ferrari. "For me, the thing that proved what he could achieve was in ...

IBM has announced a multi-year partnership with Scuderia Ferrari HP, making it the official Fan Engagement and Data Analytics ...

Eddie Jordan believes there’s “not a chance” that beleaguered Red Bull driver Sergio Perez remains with the team next season.

Technology giant IBM signs on as the Italian motorsport outfit's fan engagement and data analytics partner from 2025.

The partnership aims to use IBM expertise and tools across Ferrari’s digital and on-track fan experiences and engagement.