Formula E pens technology partnership with Google Cloud

Multi-year expansion of collaboration that produced GenBeta project last year.
Formula E

Formula E has signed a new technology partnership with Google Cloud to accelerate the growth of the championship.


  • The two will collaborate on harnessing advanced data analytics and generative AI to explore new technologies in sporting development
  • Formula E will use Google Cloud technology to analyse fan behaviour, preferences and demographics to create tailored marketing campaigns
  • Pair will scale access to the Girls on Track programme designed to build pathways into motorsport for young women


This multi-year partnership expansion builds on the work done between Formula E and Google Cloud on the GenBeta race car development programme. This resulted in a new indoor land speed Guinness World Record of 218.7km/h.

This was aided by Google Cloud’s ‘DriverBot’ system, which harnessed real-time data from the car, alongside historic race data, to help beat the existing indoor land speed world record by more than 50 km/h.


Jeff Dodds, chief executive of Formula E, said: “Our multi-year technology partnership with Google Cloud is clear evidence of the scale of our ambition in establishing Formula E as the world’s most innovative, exciting, and fastest-accelerating sport. We began our collaboration by setting a world record and are hugely ambitious about what’s next.”

Coming next:

Formula E returns for its fourth round of the season with the São Paulo E-Prix in Brazil on 16th March.

Go deeper:

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