Montreal, QC, May 26, 2026 — IBM partners with some of the most iconic names in sports and entertainment to help them achieve their business objectives, including building close connections with fans. From the 90^th Masters Tournament to the All England Lawn Tennis Club and Wimbledon, leveraging advanced AI and hybrid cloud technologies allows IBM to create intuitive, personalized digital experiences that engage fans at scale using historical and real time data. And IBM was in the driver’s seat in Montreal for the 2026 Formula 1 Canadian Grand Prix with Scuderia Ferrari HP!

IBM uses the same technology for its sports and entertainment partners that it uses to address challenges for clients across industries worldwide. IBM’s innovation creates a pipeline of new capabilities that the company brings to clients across industries as well as to partners in sports and entertainment.

Forza Tifosi!

The recently launched new and enhanced AI-powered capabilities of the Scuderia Ferrari app experience redefines the racing team’s relationship with the modern Formula 1 fan. The highly interactive features were designed to bring Scuderia Ferrari's passionate global fanbase of nearly 400 million Tifosi closer than ever to the team, the drivers and the cars they love — on race day and beyond. 

Built with IBM watsonx, the enhanced AI Companion acts as a digital guide, helping fans uncover everything from raceweek insights to Scuderia Ferrari HP history in a more intuitive and personalized way. Conversation-style prompts can be used to ask questions about the team, the drivers, the race season and more (e.g. “How does the SF-26 differ from previous Ferrari and/or Formula 1 cars?”). watsonx Orchestrate technology is then used to surface contextual responses grounded in current and historical Scuderia Ferrari HP data, as well as curated knowledge sources.

The new unified Game Centre is a dynamic destination where fans can participate in race predictors, quizzes, and challenges tied to live Grand Prix moments. With global leaderboards, digital achievements and badges, and social media-based competition, the Game Center transforms each race weekend into a playful, shared experience for all Tifosi — deepening connections and driving repeat engagement across the season. Within the Game Center, the new always-on Countdown Quiz complements existing Daily and GP-specific quizzes with a timed format that challenges users to test their knowledge against a 60-second limit. The new Achievements tab – located in the Profile section – features digital badges that fans can unlock through participation, with functionality to easily share their accomplishments across social networks. 

Across race weekends, the enhanced Race Centre experience complements this interactivity by delivering deeper detailed session timelines as the action on track unfolds, improved real-time driver data, and curated insights that follow Scuderia Ferrari HP from practice through to race day.

IBM will continue rolling out new features on the Scuderia Ferrari HP app throughout the 2026 season. 

Download the redesigned Scuderia Ferrari mobile app, available for mobile devices, in the Apple App Store and the Google Play Store. Click here to learn more about IBM and the Scuderia Ferrari app. 
 

Media Contact:
Douglas Chow
IBM Canada Communications
douglas.chow@ibm.com