The Japanese technology company will become a team partner, marking its first foray into Formula 1 sponsorship.
Category: Business
Ferrari has announced a multi-year partnership with Japanese technology giant Rakuten, set to take effect from January 1, 2027. This agreement marks Rakuten's first entry into Formula 1, enhancing Ferrari's sponsorship portfolio as the team continues to recover from a challenging season.
The announcement follows a notable improvement in Ferrari's performance during the 2026 season, where the team secured two victories and currently holds second place in the Constructors' Championship. Both Lewis Hamilton and Charles Leclerc have each claimed a win this season, a stark turnaround from Ferrari's winless 2025 campaign.
According to Ferrari, the partnership will allow Rakuten to leverage its extensive technological capabilities and digital ecosystem, aiming to create new business connections and showcase innovative solutions within the realms of telecommunications and e-commerce. Lorenzo Giorgetti, Ferrari's Chief Racing Revenue Officer, emphasized the synergy between the two brands, stating, "Welcoming Rakuten to Scuderia Ferrari HP is an opportunity to bring together two brands with a strong global presence and a shared belief in the power of innovation."
This collaboration is particularly notable as it marks the first time a Japanese company has partnered with Ferrari in the telecommunications and e-commerce sectors. Rakuten's branding will feature prominently on Ferrari's Formula 1 cars, driver apparel, and within the team's environment, creating a visible presence in the sport.
Rakuten, known for its vast digital ecosystem and previous sponsorships, including a notable partnership with FC Barcelona from 2017 to 2022, has been exploring avenues to expand its global sports strategy. In 2014, Rakuten was in advanced talks to secure a title sponsorship with McLaren, a deal that never materialized. Now, the company is looking to capitalize on its partnership with Ferrari to connect with millions of Formula 1 fans worldwide.
Mickey Mikitani, Chairman and CEO of Rakuten Group, highlighted the shared commitment to excellence and innovation, stating, "Motorsport at the highest level is defined by a relentless pursuit of excellence in technological innovation and creating unique connections with fans—a commitment we share with Scuderia Ferrari HP." This partnership is expected to increase Rakuten's visibility and to drive engagement through fan interactions and technology showcases.
The deal comes at a time when Ferrari is diversifying its sponsorship portfolio. Recently, the team has welcomed new partners, including SkinCeuticals, a skincare brand owned by L’Oreal, and Whoop, a wearable technology provider. These additions signify Ferrari's strategy to broaden its commercial relationships beyond traditional automotive sponsors.
As the 2026 Formula 1 season progresses, Ferrari is focused on maintaining its competitive edge, sitting second in the Constructors' Championship with 358 points, trailing behind Mercedes, which has 503 points. The final nine races of the season will be key for the team, starting with the Azerbaijan Grand Prix scheduled for September 24-26.
The partnership with Rakuten is expected to officially launch at the start of the 2027 season, coinciding with the debut of the new Ferrari car that will feature Rakuten branding. This collaboration will provide Rakuten with a high-profile platform to promote its technology capabilities and engage with fans globally.
Ferrari's agreement with Rakuten enhances its sponsorship portfolio and reflects a broader trend in Formula 1, where teams are increasingly seeking partnerships that extend beyond traditional advertising. The integration of technology and commerce within the sport is becoming more prevalent, positioning Formula 1 as a dynamic environment for brands looking to innovate and connect with diverse audiences.
As both Ferrari and Rakuten prepare for this new chapter, the implications for their respective markets and fan engagement strategies remain to be seen. The partnership is set to redefine how technology and sports sponsorship interact, potentially paving the way for future collaborations that prioritize innovation and shared values.
With the 2027 season on the horizon, fans and industry observers alike are eager to see how this partnership will evolve and what new opportunities it will create within the Formula 1 ecosystem.