Ferrari said its wholly owned Italian subsidiary Ferrari S.p.A. has signed a partnership agreement with Rakuten Group, with the deal set to take effect on January 1, 2027. Ferrari described Rakuten as a global technology company but did not disclose the financial terms of the agreement or provide details on the specific scope of the partnership. The companies also have not specified whether the arrangement will be tied to Scuderia Ferrari's Formula 1 operations or to Ferrari's broader commercial and lifestyle activities. Rakuten, a Japanese company, has previously used sports partnerships as part of its global brand and customer-engagement strategy.
Rakuten Group, Inc.Rakuten signed a partnership with Ferrari, extending its sports-partnership brand and customer-engagement strategy.
Ferrari NVFerrari signed a partnership agreement with Rakuten, a brand/customer-engagement deal that could support its commercial and lifestyle activities.
