Riding on F1 wave, how HCL Software is finding scale with Scuderia Ferrari

The multi-year strategic relationship between HCL and Scuderia Ferrari was unveiled at the F1 Grand Prix Abu Dhabi 2022, along with the company's new logo. With this collaboration, HCL Software will serve as the technology partner for the storied team Scuderia Ferrari, working to optimise and enhance the team’s use of enterprise security, data analytics, and digital transformation. The partnership aims to use cutting-edge technology to alter the direction of F1 racing in the future.

Moreover, the two companies plan to engage in various joint marketing activities during next year’s Formula One season, leveraging the Scuderia Ferrari team, platforms and assets to drive awareness, engagement, and commerce of HCL Software to a global community.

In conversation with Adgully, Dario Debarbieri, Vice President and Head of Marketing, HCL Software, shares some key insights on the partnership of HCL with Scuderia Ferrari at the F1 Grand Prix Abu Dhabi 2022.

Please tell us about HCL’s multi-year strategic partnership with Scuderia Ferrari at the F1 Grand Prix Abu Dhabi 2022.

We have been working with many F1 teams over the past few years to better understand their worldwide reach, numerous communication pillars, how they support the growth of other software firms, etc. Ferrari and HCL Software are valued similarly. We started our company with a vision but no money. Similar to this, Enzo Ferrari also launched his company with few funds and high ambitions. Both companies have had substantial growth and market success. Our experiences have been fairly similar across different industries. And working with such a company makes us very delighted. We cooperate with Ferrari primarily for this reason.

What are the changes and updates that the company is expecting via this partnership?

There are two core objectives for this collaboration. The first is the brand’s global expansion because Ferrari and Formula One are both very well-known on a global scale. A great ROI is obviously the second goal. Our relationship with Ferrari covers not just the year-round hospitality, but also the branding. Access to hospitality is crucial since it is the most effective approach to sell your company and share your viewpoint with clients. Working with such a legendary sports team is a game-changing opportunity for our firm.

What were the factors taken in mind while opting for this strategic partnership?

Charles Leclerc and Carlos Sainz’s F1-75 single-seater from Scuderia Ferrari will display the HCL Software logo for the first time at the Formula One season-ending Abu Dhabi Grand Prix in 2022.

Since failure in Formula 1 is never to be expected, our strategic goal in pursuing this association is to execute our brand with Formula 1 as near perfection as Formula 1 itself can considered as the brand ambassador for perfection. And without a doubt, we want our clients to clarify and characterise HCL Software as software that has a long history in the business and has accumulated a variety of additional capabilities for user convenience.

With the two companies coming from such different sectors, what was the idea and concept behind becoming a sponsor for Formula One racing team Scuderia Ferrari?

Since we want our brand execution to be as close to perfect as possible, and since Scuderia Ferrari Formula 1 is the closest thing we could find to near perfection, we couldn’t possibly expect Formula 1 to fail.