Ferrari signs Rakuten for F1 2027, a decade after McLaren talks

Ferrari has announced a multi-year partnership with Japanese technology company Rakuten, which will become an official partner of the Scuderia from January 1, 2027. The deal, confirmed after the Spanish Grand Prix in Madrid, brings Rakuten into Formula 1 for the first time.

Why it matters:

The partnership is a commercial boost for Ferrari as it fights for its first constructors' title in years. It also gives Rakuten a long-awaited F1 entry, a decade after the company nearly sponsored McLaren. With Ferrari currently second in the 2026 standings, the alliance strengthens the team's off-track portfolio while aligning two brands centered on innovation and technology.

The details:

• Rakuten was in advanced talks for a McLaren title sponsorship in 2014, with Sky News reporting a three-year deal worth £40 million annually. No agreement was reached.
• The collaboration will extend beyond racing, with plans to explore opportunities in e-commerce and Rakuten Symphony.
• Ferrari's statement says the partnership combines the team's global reach and sporting heritage with Rakuten's technology network and ecosystem.
• This follows Ferrari's recent additions of SkinCeuticals as its first skincare partner and Whoop as a wearable technology provider, diversifying its sponsor portfolio.
• Rakuten Sports was also involved in a May deal between pet lifestyle brand Vetreska and Oliver Bearman, a Ferrari junior academy product who made his F1 debut with the team in 2024.

What's next:

The partnership takes effect in 2027, as Ferrari aims to sustain its 2026 resurgence. Lewis Hamilton and Charles Leclerc each have one victory this season, and the team holds second in the constructors' standings with nine races remaining. For Rakuten, the deal offers a global platform to showcase its digital ecosystem to millions of F1 fans.