Formula E and Google Cloud have agreed an expansion to their existing AI and technology partnership.
Contract:
- Google Cloud becomes Formula E’s official cloud technology services partner and official cloud security partner
- Generative AI technology will be used to improve driver feedback and create personalised fan experiences
Context:
The original deal, signed last year, saw the two collaborate on harnessing advanced data analytics and generative AI to explore new technologies in sporting development. Google Cloud technology was also utilised to analyse fan behaviour, preferences and demographics to create tailored marketing campaigns.
The pair also scaled access to the Girls on Track programme designed to build pathways into motorsport for young women.
Comment:
“We’re thrilled to announce an enhanced multi-year partnership with Google Cloud that will not just increase our technological capabilities, but also enhance our broader growth and evolution as a championship,” said Jeff Dodds, chief executive of Formula E.
“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.”
Coming next:
Formula E returns for its second event of the 2024/25 season in Mexico City this weekend from 10th to 12th January.
Go deeper:
- 2024 Formula E season review: F1 comparisons, ownership changes and foundations for the future
- ‘Women don’t lack talent, they lack opportunity’: Why Formula E is running the first all-female test
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