Her Track × IBM
Her Track by Studio IX Collective
A proposed IBM partnership across Her Track in Austin, Miami and Montréal—connecting immersive experiences, women in technology and the next generation, with the opportunity to extend across Studio IX Collective.
AUSTIN / COTA • MIAMI • MONTRÉAL
02 / Why IBM and Her Track
IBM's work in AI, data and sports fan engagement provides a relevant foundation for an experience that connects technology with women and girls in motorsport.
Background only: IBM has an established partnership with Scuderia Ferrari HP. This proposal does not imply Ferrari participation, transferable rights or endorsement of Her Track.
The proposed AI photo platform is vendor-neutral until IBM iX confirms the solution. IBM iX, IBM's experience and technology team, is a separate organization from Studio IX Collective.
A short, guided moment that makes AI tangible for fans, families and future technologists.
A considered setting for IBM to host clients around the energy of race weekend.
A stage for women shaping data, engineering and leadership, including proposed IBM voices.
Pathways that show girls the technical and business roles behind motorsport.
Consistent capture and reporting across multiple markets, using agreed measures.
03 / Three markets, one recognizable experience
Planning horizon: 2027 · dates and venues to be confirmed
A reusable experience system keeps IBM recognizable from market to market while adapting to each venue.
04 / Flagship activation · IBM AI Photo Experience · proposed
Guests choose a visual style, take part in a guided AI portrait experience, preview the result and decide whether to receive or share it. The experience is welcoming, easy to understand, accessible and voluntary.
Host script · example
"Welcome to the IBM AI Photo Experience. Choose a visual style, review the participation notice, and we'll guide you through your portrait. You can preview the result before deciding whether to receive or share it."
Welcome and language choice
Style selection
Participation notice and consent
Capture
Preview
Optional digital delivery
Participation consent and portrait delivery are separate from marketing lead opt-in. Marketing consent is never required to participate. The experience does not infer identity, ethnicity, gender, nationality or language from appearance; guests choose their own language.
French-language requirements and client and venue preferences will be confirmed before the interface, signage and host scripts are finalized.
Fine technical linework and measured geometry.
A luminous data grid inspired by telemetry.
Speed blur, light trails and forward energy.
05 / Two physical formats
The briefs reference an established red-and-white physical enclosure. Its construction and finish stay as they are unless changed by agreement. Any blue-and-white enclosure shown is a proposed IBM-blue adaptation, subject to asset review and pricing.
Both formats do not assume two complete kits. Shared hardware and modular scenic adaptations are explored before any fabrication cost is added.
06 / Why now
2025 Formula 1 / Motorsport Network Global Fan Survey
3 in 4
new fans in the study were women
61%
of respondents engaged with F1 content daily
76%
believed sponsors enhanced the F1 experience
1 in 3
were more likely to purchase from F1 partners
More than 100,000 self-identified, highly engaged fans across 186 countries. Findings describe respondents, not all F1 fans or Her Track attendees.
Deloitte, April 2026
$3B+
projected global women's elite sports revenue in 2026
25%
projected growth from 2025
No attendance, impressions, audience, lead or ROI figures are claimed. USA TODAY network reach is not guaranteed Studio IX campaign delivery.
07 / Partnership options · proposed
Option A
Austin / COTA, Miami and Montréal
Option B
Full annual slate · 8+ events
IBM's activation could adapt its themes, format and programming to each sport and audience. Additional deployments require separate scope and pricing.
Custom partnership investment based on agreed rights, programming, hospitality and media. Sponsorship rights and full-slate delivery are not included in the AI activation estimates below.
08 / North American activation budget
Preliminary Circle planning estimates • USD • Subject to scope and vendor validation
These figures cover the AI Photo Experience production program only — not the Her Track sponsorship fee.
| Line | Basis | USD |
|---|---|---|
| Platform configuration | Once, shared across all three markets | To be inserted |
| Kit storage | Once, across the program | To be inserted |
| Creative adaptation and IBM-blue scenic (if approved) | Once, subject to asset review | To be inserted |
| Line | Basis | USD |
|---|---|---|
| Austin / COTA deployment | Logistics, install/strike, staffing, operation | To be inserted |
| Miami deployment | Logistics, install/strike, staffing, operation | To be inserted |
| Montréal deployment Logistics range includes a preliminary $5K–$10K cross-border reserve. Not added again. | Logistics, install/strike, staffing, operation | To be inserted |
The existing physical kit is referenced separately and is not folded into the deployment lines above. Any IBM-blue adaptation is subject to asset review and pricing.
09 / Operating assumptions and responsibilities · appendix
Budget assumption: one deployment per market, three show days, ten operating hours per day, two event staff throughout show hours, plus one traveling Circle supervisor. This is a costing assumption, not a confirmed Her Track schedule.
Included
Excluded
Montréal logistics include a preliminary $5K–$10K cross-border reserve within the quoted logistics range; it is not added again. Broker review must confirm classification, origin, duties and taxes, and temporary-import treatment.
Outdoor formats require site-specific review of weather protection, wind, rain, cables, platform and ballast, power, network and anchoring. The outdoor allowance does not cover every engineering or weather requirement.
10 / Delivery roadmap · proposed
To be scheduled against confirmed event dates
Confirm partnership scope, markets and decision-makers.
Confirm dates, venues, footprint, hours and indoor/outdoor conditions.
Audit existing kit and choose format by market.
Agree IBM iX scope, approved assets, AI themes, consent, retention and lead destination.
Develop prototype and obtain market-specific vendor bids.
Complete brand, technical, accessibility and guest-flow review.
Fabricate or adapt assets and test capture, network and fulfillment.
Train hosts and complete venue readiness checks.
Install, rehearse, operate and strike each confirmed event.
Report results, reconcile assets and prepare for the next deployment.
11 / Measurement
Activation measures
Partnership measures, where agreed
Targets will be agreed after venue, audience, event hours and scope are confirmed. No numerical targets or sales ROI are projected.
12 / Close
let's go racing ✦
Her Track offers a proposed starting point across three motorsport markets, with the opportunity to build a broader presence across Studio IX Collective's women-in-sport platform.
