Formula E announces Google Cloud as Principal Partner

Formula E has brought Google Cloud on board as its Principal Partner and Principal Artificial Intelligence Partner, having signed a multi-year agreement.

The all-electric motor racing series will thus integrate various Google Cloud tech, like Gemini AI models, across its ecosystem to “accelerate performance, deliver faster and more efficient operations, and showcase innovation on a global stage.”

Additionally, the two parties will work towards enhancing and elevating fan experiences by bringing in a new Strategy Agent into live broadcasts, delivering tailored insights, predictions, and explanations. Formula E will also use Google Workspace to “enable greater agility and efficiency across its organisation,” as well as leverage AI modelling at the back end for better virtual site building with the aim of reducing its overall carbon footprint.

Jeff Dodds, CEO of Formula E, commented:

“Our expanded partnership with Google Cloud is a true game-changer for Formula E and for motorsport as a whole. We are already pushing the boundaries of technology in sport, and this Principal Partnership confirms our vision. The integration of Google Cloud’s AI capabilities will unlock a new dimension of real-time performance optimisation and strategic decision-making, both for the Championship and for our global broadcast audience. This collaboration will redefine how fans experience our races and set a new benchmark for technology integration in sport worldwide.”

Tara Brady, President of Google Cloud EMEA, added:

“Formula E is a hub of innovation, where milliseconds can define success. This expanded partnership is a testament to the power of Google Cloud’s AI and data analytics, showing how our technology can deliver a competitive advantage in the most demanding scenarios.”