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US customer experience software company Genesys has entered into a multi-year commercial partnership with the Scuderia Ferrari team, of motor racing’s iconic Formula 1 (F1).

As a team partner, Genesys will have its logo displayed on Ferrari’s cars, driven by Charles Leclerc and Carlos Sainz.

The company will also partner with Ferrari in its 499P Hypercar endurance racing program, including for the prestigious Le Mans 24 Hours race.

Genesys joins the second tier of Scuderia Ferrari’s partnership portfolio, alongside the likes of Ray-Ban, Amazon Web Services, and Estrella Galicia. The team’s top-tier premium partners are Shell and Santander.

Benedetto Vigna, chief executive of Ferrari, said: “We are delighted that Genesys are joining Scuderia Ferrari as a team partner and will also be featured in our Le Mans Hypercar program. As another business focussed on technological leadership they, like us, have a tireless approach to continuously improve and progress. I know that the synergies between our two businesses will deliver huge value on both sides.”

The addition of Genesys to the team’s partnership portfolio fills a gap left by blockchain firm Velas, the termination of its deal with which Ferrari has now confirmed.

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By GlobalData

In a statement to media, Ferrari said: “Unfortunately, the agreement with Velas has been terminated early by us.”

The team did not give a reason for the termination but added: “We do not comment on matters that are the subject of a dispute and/or litigation.”

The split was first reported last week (December 3) by RacingNews365, which cited a source as saying that both parties had breached their sponsorship agreement.