- Google and Formula E have worked together for several years
- AI will be used in back end and fan-facing operations
- Tech firm is elevated to top tier
Formula E has expanded its relationship with Google Cloud, which is now the all-electric series’ principal artificial intelligence (AI) partner.
Google Cloud and Formula E have been working for several years, with the former’s technology powering an array of initiatives including optimum racing line simulations and enhanced statistical and strategy insights for broadcast and digital channels.
This expansion sees the tech firm elevated to the top tier of Formula E’s partnership portfolio and deepen the use of AI across its operational and fan-facing activities.
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Google’s Gemini AI models will be used to drive performance, make operations more efficient, and ensure Formula E is a global showcase for the company’s intelligent technologies in what is becoming a fiercely competitive landscape.
Examples include the use of digital twins to reduce Formula E’s carbon footprint through remote planning that reduces the need for on-site visits and transportation and the deployment of Google Workspace productivity tools in backend operations.
“Our expanded partnership with Google Cloud is a true game-changer for Formula E and for motorsport as a whole,” said Jeff Dodds, Formula E chief executive. “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.”
“Formula E is a hub of innovation, where milliseconds can define success,” added Tara Brady, president of Google Cloud EMEA. “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.”
Google Cloud has infrastructure arrangements with several major properties, including with the organisers of the Los Angeles 2028 Olympic Games, McLaren’s Formula One team and The Football Association (The FA), while Google Pixel has smartphone deals with major soccer clubs, including Liverpool.
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