Formula E announces Google Cloud partnership

The alliance will utilise Google Cloud's technologies to enhance both on- and off-track achievements in the ABB FIA Formula E World Championship.

This venture entails the adoption of Google Cloud technologies by Formula E, incorporating everything from scalable cloud solutions to data analytics, as well as generative AI tools within the GENBETA Race Car Development Programme. These efforts aim to hasten the evolution of the inaugural all-electric motorsport series.

The partnership, which saw initial collaboration last summer, will be expanded upon massively in the coming few years. This initial collaboration saw NEOM McLaren Formula E Team driver Jake Hughes break the indoor land speed Guinness World Record, reaching a remarkable 218.7km/h. This achievement was significantly supported by a gen AI 'DriverBot' developed by Google Cloud for GENBETA, Formula E's race car development programme. 'DriverBot' utilised real-time data from Hughes's car and combined it with historical race data, enabling Hughes and his engineering team to surpass the previous indoor land speed world record by over 50 km/h.

You can watch the record-breaking run below.

Key focuses of the partnership

The multi-year partnership will see Formula E and Google Cloud focus on three core areas that they believe will drive the sport and technology forward:

• Emerging Technologies in Sports Enhancement: Leveraging sophisticated data analytics and generative AI with the aid of Google Cloud's data streaming and processing capabilities within the innovative GENBETA Programme.
• Expanding Fan Engagement: Utilising Google Cloud's technologies to dissect extensive datasets on fan behaviour, preferences, and demographics, facilitating the crafting of customised marketing strategies.
• Advancing Formula E's Commitment to Sustainability: Broadening participation in Formula E’s Girls on Track Programme, aimed at forging opportunities in motorsport for young women.

Jeff Dodds, CEO, 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.”

Henry Chilcott, Chief Marketing Officer, Formula E, said: “Alongside the pioneering work to harness the power of gen AI to drive performance in our GENBETA programme, the next stage of this partnership will help us unleash a powerful new phase of fanbase growth by putting the full force of Google Cloud technologies behind our marketing efforts.”

Laurence Lafont, Vice President, Strategic Industries EMEA, Google Cloud, said: “Google Cloud is excited to partner with Formula E to bring the cutting edge of cloud technologies to the thrilling world of electric racing. Together, we'll accelerate innovation on- and off-track, and build the future of sustainable motorsport.”