P1racenews AI automatic summary:
Ferrari is set to welcome HP as its first title sponsor since 2021 next season, in a deal comparative to
According to Sports Business, Hewlett Packard (HP) will become Ferrari’s title partner in a $90 to $100 million deal set to be announced in Miami. The partnership will include a technological collaboration and will commence when Lewis Hamilton joins the team. Ferrari’s previous title partner was Mission Winnow in a deal made with Philip Morris International (PMI). HP had a significant presence during the Williams BMW era in the early 2000s when tobacco sponsorships were still allowed, while Ferrari sported PMI’s Marlboro branding from 2007 to 2011. This new partnership follows Ferrari’s collaboration with Peroni in 2024 and recent key hires from AC Milan, signaling a strategic shift in the commercial direction of the brand. The upcoming Miami announcement will coincide with a special livery for Ferrari inspired by the historic North American Racing Team (NART) colors.
