Ferrari set to unveil HP as F1 naming rights partner

• Partnership forms part of wider commercial realignment at the Italian team
• Deal similar in size to Red Bull’s five-year, US$300m title partnership with Oracle

The Ferrari Formula One team are on the verge of announcing US technology giant HP as their new naming rights partner.

BlackBook Motorsport understands that the deal comes as part of a commercial realignment at the Italian team, led by chief racing revenue officer Lorenzo Giorgetti and vice president of business development Paul Gandolfi. Partnerships with the likes of DXC Technology and Peroni Nastro Azzurro 0.0% have already been secured through this shift.

Historically, Ferrari have been resistant to headline commercial deals, as Philip Morris International subsidiaries Marlboro and Mission Winnow have been the only brands to secure naming rights over the team’s history.

Marlboro famously title sponsored the team between 1997 and 2011, while Mission Winnow featured in the Ferrari name intermittently between 2019 and 2021.

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Sources told BlackBook Motorsport that the HP deal is similar in size to Red Bull’s title partnership with Oracle, which is believed to be worth in the region of US$300 million over five years.

This follows Ferrari’s capture of seven-time world champion Lewis Hamilton, who will drive for the historic team from the start of the 2025 season.

BlackBook Motorsport understands conversations with HP began long before it emerged that the British driver was an option for Ferrari. Plus, as Formula One’s most valuable team – and a recipient of annual legacy payments from the series – this deal would not be necessary to afford Hamilton’s hefty salary.