AI Companies Spending Big on ‘Business Backed Sponsorships' [Yahoo! Finance]
International Business Machines Corporation (IBM)
Last international business machines corporation earnings: 4/20 04:08 pm
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Source: Yahoo! Finance
Tobacco underwrote entire auto racing teams and series from the 1970s through the early 2000s (think: Winston Cup). Beer brands became fixtures of the in-stadium experience in the 1990's and 2000's (think: Coors Field). And financial services firms began putting their names on buildings in the 2000s and 2010s (think: Citi Field). AI is bankrolling the current chapter. Just look at Formula 1. Tech brands now spend more money on sponsorships within the sport than any other vertical ($565 million+). Anthropic/Claude ( Williams F1 ), Google/Gemini ( McLaren F1 ), OpenAI ( Chip Ganassi Racing ), Perplexity ( Lewis Hamilton ), Microsoft (Mercedes F1), IBM (Ferrari), Oracle (Red Bull Racing), and TWG AI (Cadillac F1) have all invested in the global racing circuit over the last 18 months. The challenge domestic rights owners face is that AI leaders tend to maintain different objectives than the typical sports sponsor. They seek operational integration and proof points to bring to their
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IBM
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- 4/22/26 - Beat
IBM
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- 4/23/26 - Form 10-Q
- 4/22/26 - Form 8-K
- 4/8/26 - Form DEFA14A
- IBM's page on the SEC website