Google Cloud becomes principal partner of Formula E

Google Cloud became Principal Partner and Principal Artificial Intelligence (AI) Partner of the ABB FIA Formula E World Championship under a multi-year agreement announced by the organizations, a move the companies said would apply AI across race operations, development and broadcasts.

The agreement built on an official partnership that was formalized in January 2025 and marked an elevation of Google Cloud's role with Formula E. As Principal Partner, Formula E adopted additional Google Cloud technologies, including integration of Gemini models across its ecosystem to accelerate performance and deliver faster, more efficient operations on a global platform.

Technical work described in the release included use of Google’s AI Studio and Gemini models for a “Mountain Recharge” project that mapped a GENBETA car's mountain descent and analyzed braking zones to generate energy via regenerative braking, and the integration of a Strategy Agent into live broadcasts to provide tailored insights, predictions and explanations as races unfolded for millions of viewers.

The collaboration followed earlier joint efforts, including Formula E setting an indoor land speed record, and the release said Formula E adopted more Google Cloud tools across its environment to support operations and broadcasts.

“Formula E is a hub of innovation, where milliseconds can define success. 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.” Tara Brady, President of Google Cloud EMEA, said.

The organizations said they planned to use Google Workspace with Gemini, pursue advanced AI modeling of Formula E's back office and create race and event digital twins to simulate and optimize site builds virtually, which they said would minimize on-site reconnaissance and heavy equipment transport and reduce the Championship's operational carbon footprint.