Formula E and Google Cloud have recently announced a new multi-year AI and technology partnership which kicked off with the groundbreaking GEN3 Evo era.
Formula E has recently confirmed that Google Cloud will serve as its cloud technology services partner and cloud security partner from the 2024/2025 season that kicked off at Sao Paulo last December.
While Formula E has already used Google Cloud and Google Workspace, the partnership has now been expanded, which will see Formula E further enhance its capabilities through a range of initiatives.
Formula E hopes that Google Cloud’s AI platform, Vertex AI, and Gemini models will “help revolutionise driver performance analysis, delivering personalised insights and real-time feedback to empower both seasoned veterans and rising star drivers. Transformational data insights will be game-changing for enhancing driver skill and access to top-tier driver coaching, summarising vast amounts of car and track data that can support a driver’s racing style and tyre and energy strategies.”
The partnership also targets to deepen fan engagement in the future. Beyond the racetrack, Google Cloud’s gen AI-ready, unified data platform, BigQuery, can connect to Formula E’s CRM systems to generate hyperpersonalised fan experiences or provide a platform for deeper insights into race predictions for TV graphics. Using the latest Vertex AI capabilities, fans can also engage with all types of data, including video, car telemetry, and social media.
The two parties also aim to enhance cybersecurity. Google Cloud will provide advanced security measures, including threat intelligence, incident response, and security operations, to protect Formula E’s critical data and operations within its cloud environment.
In addition, the partnership will also see further integration with Formula E’s groundbreaking GENBETA project, where the two organisations continue to push the boundaries of safety, performance, innovation and sustainability in motorsport.
New Championship leader 👑
Here’s how our drivers, teams, and manufacturers’ standings are looking after the @Hankook_Sport #MexicoCityEPrix 👇
— Formula E (@FIAFormulaE) January 12, 2025
Commenting on the expanded partnership, Formula E’s CEO Jeff Dodds noted: “We’re thrilled to announce an enhanced multi-year partnership with Google Cloud that will not just increase our technological capabilities, but enhance our broader growth and evolution as a championship.
“Partnering with one of the most forward-thinking companies in the world will deliver a step-change for the series in how we’re able to continue producing some of the most exciting and innovative racing in the world. Building on previous successes and world records with the GENBETA innovation project, new technology and solutions developed alongside Google Cloud will further enhance the performance and potential of our race cars, providing even faster, closer and more action-packed racing for our fans.
“With continued growth of the series and an ever growing fanbase of nearly 400 million, it is no surprise that our new and longstanding partner portfolio is seeing increasing value in one of the most innovative and fast-growing sports on the planet,” Dodds concluded.
Speaking of the announcement, President of Google Cloud EMEA, Tara Brady said: “With Google Cloud’s gen AI tools and advanced data analytics, including our Vertex AI platform and Gemini models, we’re helping Formula E supercharge innovation in motorsport.
“Together, we’re pushing the boundaries of sustainable racing, redefining what’s possible on and off the track.”
