New sponsors and direct retailing: Ferrari brand goes from strength to strength
Maranello, 11th June
With the announcement this week that international hotel chain Shangri-la is to sponsor the Ferrari Challenge, yet another highly prestigious brand joins the Prancing Horse’s quiver of exclusive partners. Shangri-la is just the latest international company to collaborate with Ferrari. In the last few months alone, agreements have also been signed with Oakley, which sponsors the Prancing Horse’s Formula 1 team and has just launched a Scuderia Ferrari eyewear range, and InvestIndustrial, which will build the new Ferrari Land theme park at the PortaVentura resort near Barcelona.
All of these announcements confirm just how highly attractive the Ferrari brand remains as it continues to deliver consistently positive financial results thanks to a business strategy embarked up on several years ago.
To guarantee optimal management of the aforementioned activities, Ferrari has also made a move that is now standard practice in the luxury world, taking over direct control of several of the Ferrari Stores in the world’s leading cities. The first of these will be in Italy and will flank the Store it already owns in Maranello and the two in the Museums in Modena and Maranello.