Ferrari Secures Multi-Year Global F1 Partnership With Rakuten for 2027
Scuderia Ferrari HP has confirmed a major commercial boost ahead of Formula 1’s evolving landscape, securing a multi-year global partnership with Japanese technology and communications giant Rakuten.
The partnership is scheduled to begin officially on January 1st, 2027. Under the agreement, Rakuten will serve as an official Team Partner of the Scuderia across two key commercial designations: Telecommunications and E-Commerce.
Merging Heritage With Digital Innovation
The collaboration seeks to unite Ferrari’s established global reach and rich sporting heritage with Rakuten’s extensive digital ecosystem and tech infrastructure. Beyond the grand prix circuit, the alliance will tap into Rakuten’s wider technological portfolio, notably Rakuten Symphony, to explore cross-industry innovations, showcase capabilities, and develop fresh business connections on a worldwide scale.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, emphasised the strategic potential of the long-term tie-up.
“Welcoming Rakuten to Scuderia Ferrari is an opportunity to bring together two brands with a strong global presence and a shared belief in the power of innovation,” Giorgetti explained. “Rakuten has built an exceptional digital ecosystem and brings technological capabilities that can open up new ways for us to create value beyond the racetrack. We look forward to working together from 2027 and exploring the opportunities that this partnership can create for both our organisations and our communities worldwide.”
The deal marks another ambitious move for Ferrari, which is already planning ahead for coming seasons—including a busy 2027 F1 calendar that will shape the pinnacle of motorsport.
High-Profile Sports Track Record
Founded in Tokyo in 1997, Rakuten is no stranger to elite sporting arenas. The global brand previously served as the primary front-of-shirt partner for European football powerhouses FC Barcelona between the 2017–18 and 2021–22 campaigns, sharing billing with icons like Lionel Messi, Neymar, and Luis Suárez.
Mickey Mikitani, Chairman and CEO of Rakuten Group, highlighted the common competitive philosophies anchoring the agreement with Maranello.
“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,” stated Mikitani. “This partnership provides a dynamic global stage to bring Rakuten’s technology capabilities, digital ecosystem and unique membership experiences directly to millions of passionate Ferrari and Formula 1 fans around the world.”
Simone Scanu
He’s a software engineer with a deep passion for Formula 1 and motorsport. He co-founded Formula Live Pulse to make live telemetry and race insights accessible, visual, and easy to follow.