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HP has just announced that it will become the title sponsor for Ferrari in Formula One. The HP logo will appear on the car at the next Grand Prix in Miami.

With the deal, the F1 team will now be called Scuderia Ferrari HP. On Friday, May 3, HP will debut as title sponsor, visible on the car during the first practice in the next Grand Prix at Miami’s street circuit. Ferrari driver Maya Weug will also have the HP logo on the car in the F1 Academy series, exclusively to female drivers.

More than a name change

The partnership goes a bit further than just the name change. The new partnership should signify innovation and the “acceleration of targeted technology” within Ferrari’s F1 team, as well as its esports team and the Scuderia Ferrari Driver Academy for junior drivers.

Experience shows that with such sponsorship, the costs are significant. For example, it costs Oracle $100 million a year to be Red Bull Racing’s title sponsor. No financial figures have been disclosed for the HP deal, nor for how long. Either way, the company will join AWS on the Ferrari car, among other things.

Previously, Lenovo sponsored Ferrari’s F1 team. Since 2022, that PC maker has been a partner of Formula 1 Limited, which manages Formula 1’s commercial rights. Meanwhile, competitor Dell Technologies is a sponsor at McLaren.

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