Cover Scuderia Ferrari ambassador Marc Gené sharing with IBM Asia Pacific managing partner Juhi McClelland what goes into making Ferrari a success on the track and with fans, at a private event organised in partnership with Ital Auto Singapore and Tatler Singapore in September
Scuderia Ferrari ambassador Marc Gené sharing with IBM Asia Pacific managing partner Juhi McClelland what goes into making Ferrari a success on the track and with fans, at a private event organised in partnership with Ital Auto Singapore and Tatler Singapore in September
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IBM, Ital Auto Singapore and Tatler Singapore teamed up last week to demonstrate how artificial intelligence is reshaping fan engagement across global sporting events at a private event held ahead of the Formula 1 Singapore Grand Prix 2025
On the evening of September 30, more than 60 guests descended on the Ferrari showroom in Singapore for an event that explored the intersection of cutting-edge technology and motorsport passion.
Organised by IBM Asia Pacific, Ital Auto Singapore and Tatler Singapore, the gathering brought together business leaders and motorsport enthusiasts for an evening that examined how artificial intelligence is reshaping the sports fan experience.
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Hans Dekkers, general manager of IBM Asia Pacific, opened the evening by highlighting a fundamental shift in how we engage with sports. “When everyone sees sports, IBM sees data. Data gives you insights, it unlocks value.”
His remarks underscored IBM’s extensive involvement across sporting events and its partnership with Ferrari, demonstrating how technology has become deeply embedded in the fabric of competitive sport.
Building on this foundation, Juhi McClelland, managing partner at IBM Asia Pacific, delved into the practical applications of IBM’s Watsonx.ai platform across major sporting events, such as Formula 1 and Wimbledon. She emphasised that today’s sports fans are no longer passive spectators—they demand real-time engagement, personalised insights and experiences that make them feel part of the action.
Hans Dekkers, general manager of IBM Asia Pacific
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Transforming the fan experience
McClelland outlined three themes that define IBM’s approach to sports technology: experience, security and speed at scale.
At Wimbledon, for instance, IBM has developed a Match Chat AI assistant feature for the event app that draws on 2.7 million data points per tournament to answer questions from users.
McClelland also gave the example of the Masters golf tournament, which benefits from an IBM-powered 21 ft immersive LED screen—a digital twin of the golf course—that analyses more than 20,000 shots made by the golfers throughout the tournament. It then produces insights such as projecting what’s going to happen in the next shot.
Security remains paramount at these high-profile events. During the US Open, IBM was serving content to a global audience of 14 million fans across 170 countries. “When fans are engaging with us, we want to make sure that their personal information is not stolen, which is why the IBM Watsonx.ai platform is so highly secured,” she shared.
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Alicia Thian, Juhi McClelland and Manish Agarwal
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Beyond the track: the Ferrari experience
The evening’s highlight was a fireside chat between McClelland and Marc Gené, a Scuderia Ferrari ambassador and former test driver for the Ferrari and Williams teams in Formula 1. Gené, who won the 24 Hours of Le Mans endurance race in 2009, shared insights into the legendary racing team’s culture and the unique bond between Ferrari and its tifosi, the passionate community of Ferrari supporters.
“Ferrari is the only team that has been in Formula 1 since the very beginning. Also, no other team has won as much as Ferrari, and all the drivers dream of being part of Ferrari at least once in their career,” he explained. He even likened the brand’s popularity in Italy to that of the Pope.
The conversation explored how the Ferrari fan app, powered by IBM’s Watsonx.ai, delivers real-time race analysis and predictive insights that extend far beyond race day. It also lets fans learn more about the sport—from the number of laps in a circuit to when drivers are on holiday and who won in each race—which Gené said helps fuel their passion. “The more you know about the sport, the more you get into the sport.”
Chock Ker Ching
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As the discussion turned to the Singapore Grand Prix, Gené reflected on what makes the night race special for both the team and its supporters—a fitting conclusion as the event took place just days before the race weekend.
“The race is one of the most demanding on the calendar, and the circuit doesn’t allow for any mistakes to be made. But Ferrari has always done well in Singapore and we’re always excited to race here.”
The evening concluded with guests curating their own scent with the help of perfume atelier Maison21G and enjoying drams of whiskies by The Singleton.
Above Ahead of the Singapore Grand Prix 2025, IBM, Ital Auto Singapore and Tatler Singapore teamed up to demonstrate how AI is reshaping fan engagement across global sporting events (Video: Melvin Wong/Tatler Singapore)
Credits
Photography: Adrian Lee and Max Chan
Videography: Melvin Wong
Chong Seow Wei is a regional senior editor covering business, innovation, impact and people. Based in Singapore, she oversees content for Gen.T, Tatler’s platform for promising entrepreneurs and new-generation leaders, and its Power & Purpose vertical.
