Formula E and Google Cloud sign multi-year partnership
New milestone for electric motorsport
Formula E and Google Cloud have unveiled a new multi-year partnership. The partnership combines cutting-edge AI and technology to propel the league into a new era. The collaboration starts with the groundbreaking GEN3 Evo era, marking a milestone in the ongoing transformation of electric motorsport.
As part of this agreement, Google Cloud will serve as Formula E’s Official Cloud Technology Services Partner and Official Cloud Security Partner, contributing to the league’s mission to redefine motorsport.
The expansion of the partnership builds on Formula E’s recent success in migrating its data to Google Cloud and moving employees to Google Workspace for seamless collaboration. Under the terms of the expanded alliance, Formula E will be able to tap into a range of advanced technological innovations, including generative AI, data analytics, and cutting-edge cybersecurity solutions.
One key initiative will involve supercharging performance with Google Cloud’s generative AI tools, such as Vertex AI and Gemini models. These tools will revolutionise driver performance analysis by delivering personalised insights and real-time feedback, helping seasoned veterans and emerging stars enhance their skills.
Data insights
The data insights will support drivers in improving their racing strategies and optimise tyre management and energy usage during races. This will lead to better performance and a more thrilling racing experience.
Beyond the racetrack, Google Cloud’s powerful data platform, BigQuery, will also deepen fan engagement. The unified system will enable Formula E to create hyper-personalised experiences through CRM systems or by providing race predictions for TV broadcasts. Fans can interact with diverse data types, including live video, car telemetry, and social media feeds, creating a richer connection to the sport.
The partnership will improve fan experiences and performance while strengthening cybersecurity. Google Cloud will offer comprehensive security services, including threat intelligence, incident response, and robust security operations, to ensure the safety and integrity of Formula E’s critical data.
The collaboration will also accelerate the groundbreaking GENBETA project, which has already showcased incredible technological advancements. The partnership will continue to push the boundaries of performance, safety, and sustainability in motorsport, ensuring that Formula E remains at the forefront of innovation.
Jeff Dodds, CEO of Formula E, said: “We are thrilled to announce an enhanced multi-year partnership with Google Cloud that will increase our technological capabilities and strengthen 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 and help us continue producing some of the most exciting and innovative racing in the world.”
Previous collaboration
The two companies have previously celebrated successes, including setting a Guinness World Record for the highest indoor land speed, achieved by driver Jake Hughes in the GENBETA car at 218.7 kph. In addition, they broke the FIA benchmark with driver Reem Al Aboud’s record-setting 0-60 mph acceleration in just 2.49 seconds. These accomplishments underscore the potential for the future of electric racing as Formula E continues to break new ground with Google Cloud’s assistance.
Tara Brady, President of Google Cloud EMEA, remarked: “With Google Cloud’s gen AI tools and advanced data analytics, including our Vertex AI platform and Gemini models, we are helping Formula E supercharge innovation in motorsport. Together, we are pushing the boundaries of sustainable racing and redefining what is possible on and off the track.”
As the world’s first all-electric FIA World Championship and the only sport to have been certified net-zero carbon since its inception, Formula E continues to set the stage for the future of motorsport.
The championship brings dramatic racing to iconic cities worldwide and is a platform for leading automotive manufacturers to accelerate electric vehicle innovation. The partnership with Google Cloud enhances Formula E’s commitment to advancing sustainable human progress and creating a better future for people and the planet.
Formula E and Google Cloud’s collaboration is a powerful example of how technology and innovation can elevate sports to new heights while maintaining a focus on sustainability. With the expanded partnership, both organisations are ready to accelerate into a dynamic, data-driven racing future that promises to captivate fans and push the boundaries of what is possible in motorsport.
Image: Jake Hughes previously set a Guinness World Record for the highest indoor land speed. Credit: Formula E
