What does HP actually do for Ferrari?
Nearly everyone in the audience can name the logo, yet far fewer can say what the brand is doing on the Ferrari at all.
HP gives Ferrari computing and print, the hardware and workflow tools behind a team operation. Yet on the BoxBoxd panel only about 38% of fans can say this, even as 86% name the logo, a 48 point recall gap between being seen and being understood.
Shown a blurred HP logo with no name attached, about 86 in every 100 fans still return the brand, which places it high on name recall across the grid, and yet the meaning trails a long way behind.
Why is HP on the Ferrari
HP has been a Ferrari partner since 2024, carried on title livery and bodywork, and the deal is built around computing and print, the hardware and workflow tools behind a team operation rather than a badge bought for visibility alone.
That is the part the audience is missing, because when the same fans who named the logo are asked what the brand does for Ferrari, only about 38 in 100 can offer an answer, which leaves a 48 point gap between recognition and comprehension.
The biggest sponsorship gaps in Formula 1
Set against every other measured sponsor, here is where HP sits on the distance between a name fans know and a role they can describe.
Recall gap in points, name recall minus meaning recall, on the BoxBoxd panel. See the full ranking with every sponsor.
FAQ
What does HP do for Ferrari?
HP supplies Ferrari with computing and print, the hardware and workflow tools behind a team operation. On the BoxBoxd panel only about 38% of the motorsport audience can describe this, even though 86% name the logo on sight.
Why is HP on the Ferrari car?
HP has been a Ferrari partner since 2024, carried on title livery and bodywork. The partnership is about computing and print, the hardware and workflow tools behind a team operation rather than a logo alone, though most of the audience registers the placement without the meaning behind it.
Is HP's motorsport sponsorship worth it?
It has bought strong name recognition, with about 86% of the audience recalling the logo, against 38% who can say what the brand does for Ferrari, a 48 point recall gap. The recognition is there, the association is the part still to build.
How well do fans recall HP as a sponsor?
About 86% aided name recall from a blurred logo against 38% meaning recall, a 48 point gap on the BoxBoxd Logo Game.
The reading is aided recall, where a blurred sponsor logo appears with no name attached and the audience is asked which brand it is. Source, the BoxBoxd fan panel. See the full field in every sponsor ranked by the gap.