Formula E inks new deal with Google Cloud

Formula E has inked a new partnership agreement with Google’s cloud computing arm, Google Cloud. The multi-year partnership will see Formula E use Google Cloud’s technology to ‘improve their performances’. Formula E will use the Google Cloud technologies to generate artificial intelligence (gen AI) tools in the GENBETA Race Car Development Programme’ to accelerate the growth of the series.

Jeff Dodds, CEO, Formula E, commented,

“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.”