HP signs title sponsorship deal with Ferrari F1 team
HP has signed a major sponsorship deal with the Ferrari Formula 1 team in the latest major partnership between the sport and a technology giant.
The multi-year agreement sees HP become title sponsor of the team, which will now be known as Scuderia Ferrari HP in both the Formula 1 and Esports series going forward.
The new branding will make its first appearance at the Miami Grand Prix in May 2024, which will also see a new livery designed specifically for the collaboration and the race.
Scuderia Ferrari HP
“With technology, performance and exceptional craftsmanship fueling the future, the partnership between HP and Ferrari is a natural fit,” said Enrique Lores, CEO of HP Inc.
“Both brands are built on a rich history that has stood the test of time. Through this unique partnership, we also have the opportunity to reach new audiences, drive business growth and create lasting impact for our shared customers and communities. Together we will leverage the global racing stage to accelerate sustainable innovation.”
In addition to branding, the partnership will see Ferrari’s various racing teams deploy a range of HP technology and services, including adaptive PCs and devices, collaboration products and services and printing capabilities, to improve performance on and off the track.
The two companies will also look to promote sustainable innovation through technology and sports, and expand educational initiatives within their teams and communities.
“Our founder has passed on to us his constant will to move forward. This stems from our drive to innovate on road and track, as well as our commitment to a sustainable future, from carbon neutrality to educating the younger generation,” said Benedetto Vigna, CEO of Ferrari. “In HP we have found the same values, which make it an ideal partner. We look forward to continuing our partnership and taking on new opportunities and challenges together.”
HP is not the first technology company to become title sponsor of a Formula 1 team, as Oracle acquired naming rights with Red Bull Racing in 2022.
Prior to the partnership with Ferrari, HP has had a history in Formula 1, sponsoring Mercedes F1 and Williams in previous seasons.