Ferrari makes new announcement ahead of F1 2027 season
Ferrari announced a multi-year partnership with Rakuten, effective from the 2027 F1 season. Rakuten will join Ferrari's sponsorship portfolio, marking its first entry into Formula 1. The deal will explore opportunities in e-commerce and technology. Ferrari is currently second in the 2026 constructors' standings with nine races remaining.
How this was made
The 30-second read
Why it matters
The deal adds a new revenue stream and expands brand reach for both companies.
Market read
A fresh F1 sponsorship could modestly influence Ferrari's stock and raise Rakuten's brand profile.
What to watch
Potential cross‑industry collaborations could generate new digital services for fans.
Background
Ferrari seeks to diversify its sponsorship portfolio after a winless 2025 season.
Ticker impact
Ferrari announced a multi-year sponsorship partnership with Rakuten starting in 2027.
Modest upside pressure on RACE.
New sponsorship deal adds recurring revenue, but scale is modest and impact may be gradual.
Market effects
Sponsorship deals highlight growing commercial interest in F1, may benefit other motorsport advertisers.
Boosts visibility for both Italian automotive and Japanese tech sectors.
Limited to automotive and tech sponsorship markets.
Counterpoint
The partnership may be a costly marketing spend with limited ROI for Rakuten.
Key entities
- CompanyFerrari
Italian luxury sports car manufacturer and F1 team.
- CompanyRakuten
Japanese e‑commerce and technology conglomerate.
