Ferrari Signs Rakuten Sponsorship for 2027

Ferrari did not disclose financial terms, but the timing gives both companies a long runway to activate the deal before 2027, when F1 teams are expected to lean even harder on sponsor-backed commercial programs. That makes the agreement more relevant for investors watching Ferrari’s non-car revenue streams and brand monetization, even if it has no immediate effect on near-term earnings.

The announcement also lands while Ferrari’s racing operation remains under pressure on track, with management facing scrutiny over errors and inconsistent results. A fresh sponsorship in that setting helps underline Ferrari’s ability to keep attracting blue-chip partners despite sporting volatility, which matters for long-term brand equity and the economics of the team.

Ferrari shares were recently trading around 410.21, above the 200-day moving average of 364.02 and near the 50-day average of 401.73, while conventional technical readings such as RSI at 42.3 suggest the stock is not in overbought territory. Rakuten’s US-listed shares closed most recently at 4.50, after a long period below both its 50-day and 200-day moving averages, reflecting a more subdued market view of the Japanese tech group.

Investors will now watch for any further disclosure on the scope of the sponsorship, whether it extends beyond Scuderia Ferrari HP, and how Ferrari continues to convert brand power into recurring commercial income ahead of the 2027 season.