Ferrari unveils esports series in partnership with Hublot

Italian sports car manufacturer Ferrari has launched a simulation racing series where racers will have the opportunity to represent the Ferrari Driver Academy Hublot Esports team.

Swiss watch manufacturer Hublot, sponsor of Ferrari, has been named title sponsor for the championship alongside gaming peripherals manufacturer Thrustmaster, which has been confirmed as its technical partner.

Ferrari launches esports series
Image credit: Ferrari

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The Ferrari Hublot Esports Series will comprise of two championships – the amateur series will play host to budding sim racers to qualify for the pro series, while the pro series will feature sim racers selected by the manufacturer. The top 12 drivers from each championship will advance to the finals, which are tentatively scheduled to take place in November.

Nicola Boari, Chief Brand Diversification Officer at Ferrari, spoke on the announcement in a press conference: “The launch of the Ferrari Hublot Esports Series is a natural progression for Ferrari after our debut in the F1 Esports Series. This series is aimed at a young audience and is the perfect opportunity for aspiring players to get their break in esports and sim racing.”

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Entries for the amateur championship open on August 7th, exclusively for European citizens over the age of 18, with the opening round taking place at the beginning of September. The series is to open to other regions in 2020, along with a range of different racing games and platforms.

This venture is Ferrari’s second foray into esports. The manufacturer was the final Formula One team to enter the F1 Esports Series in 2019. Italian representative David Tonizza was crowned champion for the Scuderia in his debut season.

Esports Insider says: Ferrari looks to capitalise on the recent sim racing boom to cultivate new talent to its esports team. Having been tentative in entering the space, esports could be the perfect market for Ferrari to expand its audience.

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