Ferrari and Rakuten join forces with a global multi-year agreement that will start on January 1, 2027. The Japanese technology group will become Team Partner of Scuderia Ferrari HP in the Telecommunications and E-Commerce categories. This agreement explores the opportunities offered by Formula 1 beyond the circuits, with the aim of developing new commercial relationships and technological initiatives.
Founded in Tokyo in 1997, Rakuten has expanded its operations from e-commerce to digital content and communications, becoming a global technology group. The collaboration will combine its digital ecosystem with the international presence and sporting heritage of the Maranello-based team. The agreement identifies innovation and technology as the common ground on which to build the relationship. For Ferrari, the arrival of this new partner opens up prospects that go beyond racing.
“Welcoming Rakuten to Scuderia Ferrari HP represents an opportunity to unite two brands with a strong global presence and a shared belief in the power of innovation,” said Lorenzo Giorgetti, Chief Racing Revenue Officer of Ferrari.
E-commerce and new opportunities beyond the track
The partnership includes explore possible collaborations in the Rakuten ecosystem, including e-commerce and Rakuten SymphonyFormula 1's international visibility will help foster new business contacts, enhance the technological expertise of the two companies, and identify opportunities for innovation across different sectors.
"Rakuten has built an extraordinary digital environment and brings technological expertise that can open new avenues for value creation beyond the racetrack," Giorgetti added. "We look forward to working together starting in 2027 and exploring the opportunities this partnership will create for both our organizations and our communities around the world."
Rakuten targets Formula 1 audience
For Rakuten, the agreement also represents an opportunity to bring its digital ecosystem closer to the Ferrari and Formula 1 audience, combining the technological dimension with that of engaging fans.
"Motorsport at the highest level is characterized by a relentless pursuit of excellence, technological innovation, and the ability to create unique connections with fans: a commitment we share with Scuderia Ferrari HP. The partnership with Scuderia Ferrari HP offers us a dynamic global platform through which to bring Rakuten's technological capabilities, our digital ecosystem, and exclusive member experiences directly to millions of Ferrari and Formula 1 fans around the world," commented Rakuten. Mickey Mikitani, Chairman and CEO of Rakuten Group.
