Ferrari is set to announce Hewlett Packard (HP) as its new title sponsor for the Formula 1 team. This agreement will provide significant financial support to Ferrari ahead of the 2025 season. HP’s role as title sponsor will help Ferrari boost its competitiveness and bring new sponsorship revenues to the team. Here’s what you need to know…

Ferrari to announce HP as title sponsor for Formula 1 team

The financial resources from this deal will help Ferrari cover the salary of seven-time world champion Lewis Hamilton, who is set to replace Carlos Sainz for the 2025 season. Since driver salaries are not included in the Formula 1 ‘cost cap’, teams can invest in star drivers without restrictions, allowing them to attract top talent.

HP will be Ferrari’s first title sponsor since the controversial deal with Philip Morris International (PMI), which ended in 2021. Ferrari had a long-standing relationship with PMI’s Mission Winnow initiative, but this arrangement was controversial due to tobacco advertising restrictions. The arrival of HP as title sponsor supports Ferrari’s efforts to clean up its brand image and take a new direction.

HP’s expertise in technology and hardware will help Ferrari compete in the technology-driven Formula 1 ecosystem. This deal also shows HP’s interest in premium sports sponsorships. HP became the first shirt sleeve sponsor for Real Madrid, and now it’s taking a similar approach with Ferrari.

This new agreement not only supports Ferrari’s racing performance and technological development, but it also provides an excellent brand visibility opportunity for HP. Title sponsorship deals in Formula 1 are critical for teams to balance costs and increase competitiveness. Thus, this new sponsorship deal with Ferrari gives the team a competitive advantage while offering HP a prestigious brand position.

What do you think about this sponsorship deal? Share your thoughts in the comments section below.