Formula E is using Google Cloud AI to meet its net zero targets by driving efficiency across its global logistics and commercial operations. As part of an expanded multi-year agreement, the electric racing series will integrate Gemini models into its ecosystem to support performance analysis, back-office workflows, and event logistics.
The collaboration demonstrates how sports organisations are utilising cloud infrastructure to drive tangible business outcomes, rather than just securing surface-level sponsorship. The partnership focuses on optimising business operations, ranging from race management to the fan experience.
Operational twins and carbon data to achieve net zero targets
While marketing visibility often drives sports partnerships, this agreement builds on a technical foundation first formalised in January 2025. The elevation to “Principal Partner” involves Formula E adopting Google Cloud technologies for business-critical functions.
The immediate application involves optimising the complex logistics of a global championship. Advanced AI modelling of the back office and the creation of race and event digital twins allow the organisation to simulate and optimise site builds virtually.
This application directly affects Scope 3 emissions. The capability to plan infrastructure virtually minimises the need for physical on-site reconnaissance and reduces the transport of heavy equipment.
For a championship that is the only sport-certified net zero carbon entity since inception, maintaining this status requires finding efficiencies in the supply chain. The digital twin approach delivers a quantifiable reduction in the operational carbon footprint while maintaining performance.
Beyond logistical modelling, the Google Cloud AI partnership extends into the workforce productivity layer. Formula E is deploying Google Workspace with Gemini AI to enable greater agility and efficiency across its organisation.
The organisation intends to use these tools to accelerate performance and deliver faster operations. This reflects a broader trend where generative AI tools are provisioned to reduce administrative latency in distributed workforces.
The viability of these implementations to achieve net zero targets is supported by previous collaborative projects. Formula E recently utilised Google’s AI Studio and Gemini models to execute the ‘Mountain Recharge’ initiative.
Engineers used the models to map an optimal route for the GENBETA car during a mountain descent. The AI identified and analysed specific braking zones, calculating the necessary regenerative braking required to harvest enough energy to complete a full lap of the Monaco circuit subsequently.
This specific use case demonstrates how high-dimensional data – including topography, friction, and energy consumption – can be processed to define physical execution.
Using Google Cloud AI to enhance Formula E’s data product
The partnership also addresses the commercial requirement to retain and grow a digital audience. Formula E has integrated a ‘Strategy Agent’ into its live broadcasts. This tool processes real-time data to provide viewers with tailored insights and predictions regarding race strategy and driver performance.
Millions of viewers have utilised these insights, which explain complex race dynamics as they unfold. This mirrors the enterprise challenge of observability (i.e. taking vast streams of real-time technical data and synthesising them into understandable narratives for stakeholders.)
Beyond helping to achieve net zero targets, the leadership at both organisations frames this expansion as a necessary evolution of their technical stack.
Jeff Dodds, CEO of Formula E, said: “Our expanded partnership with Google Cloud is a true game-changer for Formula E and for motorsport as a whole. We are already pushing the boundaries of technology in sport, and this Principal Partnership confirms our vision.
“The integration of Google Cloud’s AI capabilities will unlock a new dimension of real-time performance optimisation and strategic decision-making, both for the Championship and for our global broadcast audience. This collaboration will redefine how fans experience our races and set a new benchmark for technology integration in sport worldwide.”
Tara Brady, President of Google Cloud EMEA, added: “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.”
The progression from the initial partnership in January 2025 to this expanded scope suggests the pilot programs provided sufficient ROI to warrant a broader rollout. As organisations face pressure to balance performance with net zero targets, the use of virtual simulation to optimise physical deployment remains a high-value area for investment.
See also: Controlling AI agent sprawl: The CIO’s guide to governance
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