Hewlett-Packard (HP) Secures F1 Ferrari Racing Team Title Sponsorship Deal 

Hewlett-Packard (HP) have secured a multi-year title sponsorship deal with Formula 1 (F1) motor racing team Ferrari. 

Under the deal, the team will now be known as Scuderia Ferrari HP, beginning from the Miami Grand Prix from May 3 to 5. The new logo will feature across the car livery and on the overalls of the drivers. Apart from the main F1 racing team, the Ferrari esports team and Ferrari car competing in the F1 Academy female-only series will also be emblazoned with HP branding. 

Ferrari will also have access to HP products and services for use across their operations through the agreement.  The deal is believed to be “a shared commitment to advance sustainable innovation and accelerate purposeful technology” across all Ferrari teams.

Prior to this HP deal, Scuderia Ferrari’s last title sponsor was Phillip Morris International’s branded content arm Mission Winnow during the 2021 F1 season. Although, Phillip Morris is still backing Ferrari, it hasn’t done so in the title sponsor capacity.  

According to ASN data, HP (3.4%, ~US$2.5m) is the 5^th largest spender for its category in the Asian sponsorship landscape since Q321, with a quarterly average investment of US$210k+ during the same period.  In terms of markets, HP focus on China (65.3%), Singapore (24.1%) and Japan (10.6%). Some of the brand’s keys deals in Asia include an endorsement from Japanese golfer Chie Arimura (US$135k), Singapore National Day Parade 2023 (US$300k) and China’s online branded content Ling Ren Xin Dong De Offer (US$582k).