What does HP do for Ferrari?
HP became the Ferrari title partner in 2024, giving the team the name Scuderia Ferrari HP and supplies computing, conferencing and printing across the racing operation.
HP put its name in the team name in 2024. What it supplies is the computing behind the operation and the reason a technology company pays for a livery has little to do with selling laptops to the people watching.
Ferrari and HP announced a multi year title partnership on 24 April 2024 and the team became Scuderia Ferrari HP, with a special livery at the Miami weekend. The naming runs across the racing team, the Esports team, the F1 Academy entry and the Driver Academy.
The working half of the deal is adaptive PCs and devices, conferencing technology and printing capability used to speed up training precision and strategy decisions across the operation.
How a title partnership is read by the audience
Across 6,391 tests on eleven brands in the 2026 season the audience named the brand 94 percent of the time, named the team 81.8 percent of the time and placed the branding 42.7 percent of the time.
HP is not in that measured set yet, so what the panel says about the format is the useful part. The brands that attribute best are the ones whose branding held one surface, in one colour, across a long run of seasons.
The brands that lose the most between recognition and attribution are the ones with several team histories or branding that moves.
A title partnership gives a brand the strongest version of the first condition, the team name itself and the sidepod that comes with it. Whether the audience converts that into the right answer is a question only a recall test answers.
Frequently asked questions
What does HP do for Ferrari?
HP supplies adaptive PCs and devices, conferencing technology and printing capability across the Ferrari racing operation, alongside the title naming that made the team Scuderia Ferrari HP.
When did HP become Ferrari title sponsor?
The multi year title partnership was announced on 24 April 2024 and debuted with a special livery at the Miami weekend.
What does a title partnership buy in motorsport?
The team name, the largest commercial surfaces on the car and the press coverage that follows. On the BoxBoxd Brand Recall Index the grid average across 6,391 tests is 94 percent recognition, 81.8 percent attribution and 42.7 percent placement.
The full report behind this article, with the split by team audience, market composition and movement across the season, is available to teams, brands and agencies.
Get the full report at partnerships@boxboxd.fun
Source: BoxBoxd, the motorsport social network. The Brand Recall Index is measured on the BoxBoxd audience through the 2026 season, where a blurred sponsor logo is shown with no name attached and three questions follow: name the brand, name the team, place the branding on the car. Full data at boxboxd.fun/data.