Rakuten becomes a Team Partner of Scuderia Ferrari HP from January 2027
Scuderia Ferrari HP has announced a multi-year global partnership with Rakuten, which becomes a Team Partner in the categories of Telecommunications and E-Commerce from 1 January 2027.
- 1 January 2027
- 1997
- 17 September 2026
What Happened
Scuderia Ferrari HP announced a new multi-year global partnership with Rakuten, which becomes a Team Partner of the team in the categories of Telecommunications and E-Commerce from 1 January 2027. Rakuten was founded in Tokyo in 1997 and has expanded into a global technology leader with an extensive ecosystem spanning e-commerce, fintech, digital content and communications. The two brands described the partnership as bringing together shared values centred on innovation, technology and excellence, combining Scuderia Ferrari HP's global reach and sporting heritage with Rakuten's technology network and extensive ecosystem.
- Rakuten becomes a Team Partner of Scuderia Ferrari HP in the categories of Telecommunications and E-Commerce.
- The agreement is a multi-year global partnership starting 1 January 2027.
- The two will explore opportunities across Rakuten's wider ecosystem, including e-commerce and Rakuten Symphony.
- They plan to use Formula 1's global platform to develop new business connections, showcase technological capabilities and explore cross-industry innovation.
“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. 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.”
“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 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.”
Beyond the racetrack, the partnership will explore opportunities across Rakuten's wider ecosystem, including e-commerce and Rakuten Symphony. The partners intend to leverage the global platform of Formula 1 to develop new business connections, showcase technological capabilities and explore opportunities for cross-industry innovation. Rakuten said the deal gives it a global stage to bring its technology capabilities, digital ecosystem and membership experiences to Ferrari and Formula 1 fans worldwide.
Rakuten is founded in Tokyo.
Scuderia Ferrari HP announces a new multi-year global partnership with Rakuten.
Rakuten becomes a Team Partner of the Scuderia in the categories of Telecommunications and E-Commerce.
Why this matters
The deal links one of Formula 1's best-known teams to a Tokyo-based technology group whose ecosystem reaches consumers directly, giving Ferrari a partner that extends beyond the racetrack. It matters for Ferrari and Formula 1 fans, whom the two companies say could be reached through Rakuten's technology and membership experiences, and for businesses the pair aim to connect through the wider Rakuten ecosystem.
Terms in This Story
- Team Partner
- A sponsorship designation for a company that partners with a racing team, typically carrying branding and activation rights linked to that team.
- Scuderia
- Italian word meaning stable; commonly used to refer to a racing team or squad.
- E-commerce
- The buying and selling of goods and services over the internet.
- Fintech
- Technology-driven financial services, such as digital payments, banking and investing.
Summarised from the linked release; details can be imperfect — always verify against the original source.