Rakuten enters multi-year global partnership with Scuderia Ferrari HP

Rakuten Group has entered into a multi-year global partnership with Scuderia Ferrari HP, set to begin on January 1, 2027. As a team partner, the Japanese technology company will focus on the telecommunications and e-commerce sectors.

Under the agreement, Rakuten branding will be featured on Ferrari’s Formula 1 cars, driver apparel, and within the team environment. Beyond traditional sponsorship visibility, the partnership aims to leverage Rakuten’s digital ecosystem and its telecommunications platform, Rakuten Symphony, to drive technological innovation and enhance fan engagement.

Mickey Mikitani, Chairman and CEO of Rakuten Group, stated that the partnership provides a global stage to bring Rakuten’s technology and membership experiences to millions of Formula 1 fans. Lorenzo Giorgetti, Chief Racing Revenue Officer of Ferrari, noted that Rakuten’s digital capabilities could create value well beyond the racetrack.