Scuderia Ferrari HP has signed a new multi-year global partnership with Rakuten, which becomes a Team Partner of the team in the Telecommunications and E-Commerce categories from 2027.
The agreement is a landmark one as it is the first time a Japanese company has partnered with Ferrari i
Founded in Tokyo in 1997, Rakuten has expanded into a global technology leader with an ecosystem spanning e-commerce, fintech, digital content and communications.
The partnership is designed to extend beyond the racetrack, with both organisations planning to explore opportunities across Rakuten’s wider ecosystem, including e-commerce and Rakuten Symphony, using Formula 1’s global platform to develop new business connections 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,” said Lorenzo Giorgetti, Chief Racing Revenue Officer of Ferrari.
“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.”
Rakuten’s own commercial reach gives the partnership scale on both sides. The company’s ecosystem spans more than 70 services, from its core e-commerce marketplace to fintech, digital content and Rakuten Mobile, giving Ferrari a partner with genuine consumer touchpoints across multiple industries rather than a single-category sponsor.
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.
Mickey Mikitani
Mickey Mikitani, Chairman and CEO of Rakuten Group, pointed to a shared competitive mindset between motorsport and Rakuten’s own approach to technology.
“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,” he said.
“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.”
