Ferrari has signed a multi-year partnership with Japanese technology company Rakuten effective from the 2027 Formula 1 season. Rakuten was previously in advanced talks over a £40 million annually title sponsorship with McLaren in 2014, but no agreement was reached at that time.
The deal brings together Ferrari's global reach and sporting heritage with Rakuten's technology network. Beyond the racetrack, the partnership will explore opportunities across Rakuten's wider ecosystem, including e-commerce and Rakuten Symphony business connections.