Japanese e-commerce giant Rakuten has agreed a new multi-year global partnership with the Scuderia Ferrari Formula 1 (F1) motor racing team.
Under the agreement, which starts on January 1, 2027, Rakuten will become a team partner in the categories of telecommunications and e-commerce, marking the first time a Japanese company joins the iconic F1 team in these categories.
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The deal will see Rakuten branding feature prominently across Ferrari race cars, driver apparel, and the team environment.
Extending beyond the racetrack, the partnership will explore new opportunities for the Rakuten Ecosystem platform, including e-commerce and Rakuten Symphony, the company’s tech subsidiary.
Lorenzo Giorgetti, chief racing revenue officer of Ferrari, said: “Welcoming Rakuten to Scuderia Ferrari is an opportunity to bring together two brands with a strong global presence.
“Rakuten has built an exceptional digital ecosystem and brings technological capabilities that can open up new ways for us to create value beyond the racetrack. We look forward to working together from 2027 and exploring the opportunities that this partnership can create for both our organizations and our communities worldwide.”
Mickey Mikitani, chairman and CEO of Rakuten Group, added: “This partnership provides a dynamic global stage to bring Rakuten’s technology capabilities, digital ecosystem and unique membership experiences directly to millions of passionate Ferrari and Formula 1 fans around the world.”
In terms of recent sponsorship deals, Ferrari struck a deal with SkinCeuticals as its first-ever skincare partner in June and partnered with wearable technology company Whoop earlier this year.
The Italy-based team’s commercial portfolio also includes title partner HP, Puma, Shell, UniCredit, and IBM.
Ferrari currently sit second in the 2026 F1 constructors' standings (out of 11 teams in total), with nine races to go.
The next Grand Prix will be held in Azerbaijan on September 26.
Meanwhile, recent Rakuten activity saw the Japanese firm renew its long-running partnership with the Golden State Warriors NBA basketball franchise but drop the jersey-patch component of the agreement.
