Formula E has teamed up with Google Cloud in a bold, multi-year alliance that’s set to shake up the world of tech and racing. This collaboration kicked off with the introduction of the next-gen GEN3 Evo era, laying the groundwork for transformative changes in the sport.
For those already in the know, Formula E was using Google Cloud and Google Workspace, but now they’ve taken the partnership up a notch by making Google Cloud their official cloud technology and security partner starting with the 2024/2025 season, which hit the ground running in São Paulo last December.
The buzz around this partnership is all about Formula E leveraging Google Cloud’s AI prowess, particularly with Vertex AI and the Gemini models, to totally change how driver performance is analyzed. The aim is to deliver personalized insights and real-time feedback that can really boost the skills of both seasoned pros and emerging talent. Imagine data insights so advanced that they redefine driver coaching, analyzing comprehensive car and track data to fine-tune a driver’s style and strategy with tires and energy use.
There’s another exciting facet to this deal: enhancing fan engagement. With Google Cloud’s unified data platform, BigQuery, Formula E can now connect its customer relationship management systems in ways never done before, creating hyper-personalized fan experiences. These insights could influence TV graphics and more, letting fans dive into a wealth of data from video and car telemetry to social media, all thanks to the latest from Vertex AI.
But it doesn’t stop there. Security is a major focus too. Google Cloud is bringing its A-game with top-notch security measures, including threat intelligence and incident response, to safeguard Formula E’s data and operations in their cloud framework.
This partnership extends into Formula E’s innovative GENBETA project, where both parties continue to explore uncharted territories of safety, performance, and sustainability in motorsport.
Regarding this new chapter, Formula E CEO Jeff Dodds shared his excitement: “Our expanded partnership with Google Cloud not only boosts our tech capabilities but also plays a pivotal role in our championship’s ongoing growth and transformation. Aligning with such a forward-thinking company supercharges our ability to deliver thrilling, cutting-edge racing experiences. Building on the GENBETA project successes, this relationship is set to elevate our race cars’ performance, translating into even more heart-pounding thrills for our fans.”
Dodds highlighted the growing value as Formula E’s fanbase swells to almost 400 million, showing just why this partnership holds such allure for both new and existing partners in the fast-paced world of motorsport.
On the flip side, Tara Brady, President of Google Cloud EMEA, expressed her enthusiasm: “By integrating Google Cloud’s AI tools and advanced data analytics, including our Vertex AI platform and Gemini models, we’re propelling Formula E into new realms of innovation within motorsport. Together, we’re stretching the limits of sustainable racing, setting new benchmarks on and off the track.”
This move marks a thrilling new era for one of the most future-focused sports on the global stage.
