The Ferrari Formula 1 (F1) motor racing team has announced a new partnership with wearable technology company Whoop as it prepares to unveil its car and livery for the 2026 season.
The agreement sees Whoop become a team partner and the official health and fitness wearable partner starting from the upcoming season, with devices made available to members of the team to monitor their health and wellness throughout the season.
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Lorenzo Giorgetti, chief racing revenue officer of Ferrari, said: “The partnership with Whoop allows us to extend our data-driven approach beyond the car, to aspects more related to the human factor, by combining our expertise in high-performance engineering with Whoop insights into human health.
“This collaboration represents a further step in our commitment to innovation and continuous improvement, with the objective of creating the best possible conditions for the team, on and off the track.”
The new partnership adds to Whoops' growing list of sport sponsorship,s which includes title sponsorship of the UCI Mountain Bike World Series, as well as agreements with golf’s iconic Ryder Cup teams tournament and the British and Irish Lions rugby union touring organization.
The company also has several athlete ambassadors on its roster, including soccer players Cristiano Ronaldo and Virgil van Dijk, American footballer Patrick Mahomes, basketball’s LeBron James, and tennis star Aryna Sabalenka, as well as golfers Rory McIlroy, Justin Thomas, and sisters Nelly and Jessica Korda.
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By GlobalDataThe Ferrari F1 team, meanwhile, has been bolstering its commercial partnership portfolio with several agreements ahead of the 2026 season, including a multi-year agreement with cryptocurrency exchange BingX.
In December, the team renewed its long-standing deal with tobacco company Philip Morris International and added sparkling mineral drinks brand S.Pellegrino to its list of partners.
The team will launch its 2026 F1 campaign on January 23, just three days before private pre-season testing begins at Barcelona, Spain.
Meanwhile, Audi F1 has also increased its partnership slate by adding digital asset platform Nexo ahead of its debut F1 season.
Nexo becomes the team’s inaugural official digital asset partner and will activate globally through experiences and digital-first engagement, including co-created content and education on digital asset management.
Nexo co-founder Antoni Trenchev said: “Nexo was built for a demanding reality: instant, self-directed, and always on. Partnering with Audi Revolut F1 Team at the start of their new era is a statement about how we see the future.
“As the team’s official digital asset partner, we will bring meaningful utility and premium experiences to a global audience, grounded in the same discipline and precision that defines success in motor sports.”
The agreement builds on its strategy to increase its visibility through sports sponsorships, having recently struck four tennis partnerships – including with the wider ATP Tour, as well as multi-year deals with the Tennis Australia (TA) governing body, the ATP 500 Dallas Open, the ATP 500 Acapulco Open, and the ATP 250 Los Cabos Open.
As part of its partnership with the Australian Open, Nexo and TA launched its AUD $10 million Bracket Challenge last week, giving fans a chance to win the figure by correctly predicting the winner of every match in either the men’s or women’s singles draw – a total of 127 matches – before the tournament began yesterday (January 18).
Nexo also has a three-year partnership in place with European golf’s DP World Tour that includes title sponsorship of the Scottish Championship.
Under the agreement, which was struck in July last year, Nexo also holds official partnership designations to the Scottish Open, British Masters, PGA Championships, Abu Dhabi Championship, and the DP World Tour Championship.
