Charles Leclerc (MON) will be competing for Ferrari in the Formula 1 World Championship, Rd 5, Chinese Grand Prix, Shanghai, China, on 21.04.2024.
According to Sports Business, Ferrari is about to welcome HP as its first major sponsor since 2021. This deal is comparable to Red Bull’s partnership with Oracle. The collaboration with Hewlett Packard (HP) is estimated at around $90 to $100 million and will be announced in Miami. In addition to sponsorship, Ferrari and HP will also enter into a technological partnership. This agreement will start when Lewis Hamilton joins Ferrari.
Previously, Ferrari had a title partnership with Mission Winnow, thanks to an agreement with Philip Morris International (PMI), a US-based tobacco brand. However, the new partnership with HP marks a significant change for Ferrari.
For Formula 1 fans in the early 2000s, HP’s involvement with Williams BMW is still fresh in their minds. At that time, Ferrari had a sponsorship deal with PMI’s Marlboro, which was allowed due to the acceptance of tobacco advertising in the sport.
This collaboration with HP follows Ferrari’s recent partnership with Peroni. The Italian team has actively sought partnerships with major brands, and these commercial moves coincide with the hiring of two executives from AC Milan, a prominent Italian football club.
In January 2023, Lorenzo Giorgetti, former executive of AC Milan, joined Ferrari as Chief Revenue Officer. Then, in July 2023, Ferrari hired George Prior, who previously worked as AC Milan’s Chief Commercial Strategy Officer, to become Scuderia’s Head of Partnership Asset Management.
El anuncio de la asociación con HP en Miami también será acompañado por una pintura modificada para la Ferrari. La equipo rendirá homenaje a su clásico esquema de colores azul y blanco del North American Racing Team (NART), incorporando toques de azul en su pintura exclusiva de Miami.
