Ferrari will have a new commercial partnership starting from the 2027 Formula 1 season. The Italian team announced a multi-year agreement with Rakuten, which will join its list of global partners in the telecommunications and e-commerce sectors.
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The contract will begin on January 1, 2027, and will bring together the Ferrari and Rakuten brands in projects that go beyond activities on the track. The Japanese company intends to use Formula 1’s global reach to expand business connections, showcase its technological capabilities, and seek innovation opportunities across different sectors.
According to the announcement, Rakuten, founded in Tokyo in 1997, will also use its ecosystem, including Rakuten Symphony, in initiatives related to the partnership. The company already has experience in sports, having been the main sponsor of Barcelona between the 2017-2018 and 2021-2022 seasons.
Lorenzo Giorgetti, Ferrari’s competition revenue director, highlighted the international dimension of the agreement: “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,” he said.
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Giorgetti added that Rakuten has an ‘exceptional’ digital ecosystem and technological capabilities that can create new possibilities for the two organizations off the track: “We look forward to working together from 2027 and exploring the opportunities this partnership can create for our two organizations and our communities worldwide,” he concluded.
Mickey Mikitani, president and CEO of Rakuten Group, also highlighted the connection between the companies. For him, the partnership will allow presenting Rakuten’s technological capabilities and digital ecosystem to millions of Ferrari and Formula 1 fans around the world.
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