Google Cloud Backs Formula E 

Google Cloud, the cloud computing arm of the global technology behemoth, has struck a partnership with Formula E. 

The multi-year partnership will see Formula E leverage on Google Cloud technology throughout its operations to boost performance.

This includes the usage of data and analytics of fan behaviour to streamline marketing campaigns through Google’s cloud infrastructure, and the adoption of Google generative artificial intelligence tools in its GENBETA racing car development program.

Following the deal, Henry Chilcott, Formula E chief marketing officer, said, “Alongside the pioneering work to harness the power of gen AI to drive performance in our GENBETA program, 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.”

Formula E chief executive Jeff Dodds added, “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.”

According to ASN data, Google Cloud’s last sponsorship activity in the Asian market was backing start-up programme Infiniti Accelerator in Q419. However, its parent company Google (95.2%, slightly over US$19.9m) has dominated for its category in the Asian sponsorship market since Q221, particularly in Q321, with US$15m+ investment for the Tokyo Olympics. It also has a deal in the US$2m+ range with F1 team Mclaren.