The Scuderia Ferrari Formula One team is poised to announce a landmark title sponsorship deal with global technology giant Hewlett-Packard (HP). This partnership marks the Italian team’s most significant title sponsorship since its association with Mission Winnow ended in 2021.
The collaboration with HP is not just a financial lifeline but also a strategic asset in managing the high-profile acquisition of seven-time F1 champion Lewis Hamilton, who will join the team in 2025 to drive alongside Charles Leclerc.
HP’s sponsorship deal reportedly mirrors the financial magnitude of Red Bull Racing’s agreement with its title sponsor Oracle. HP is well-versed in the F1 sponsorship arena, having previously partnered with Williams Racing from 2000 to 2005 and with Sauber briefly.
The technology firm is expected to integrate its state-of-the-art technology into Ferrari’s operations, echoing its robust technological partnerships in other sports, including a recent high-profile sleeve sponsorship deal with . This technology integration is anticipated to follow the pathway carved by Hewlett Packard Enterprise (HPE), a spin-off of HP, that merged its Enterprise Service segment with Computer Sciences Corporation in 2017 to form DXC Technology, which currently sponsors Ferrari.
Ferrari’s sponsorship history has been marked by high-profile and sometimes contentious partnerships, most notably with tobacco giant Philip Morris International, which led to the controversial Mission Winnow branding initiative.
Linked to the deal are strategic hires aimed at enhancing Ferrari’s commercial strategies. Recently, Lorenzo Giorgetti and George Prior were brought over from AC Milan to occupy critical roles in racing revenue and partnership asset management, respectively, reinforcing the team’s commitment to elevating its commercial operations to match its on-track ambitions.
