Formula E, the all-electric single-seater motor racing series, has announced a new partnership with the cloud computing arm of global technology giant Google.

The multi-year partnership will see Formula E utilize Google Cloud technology throughout its operations to “improve performance”.

This will include the proliferation of data and analytics of fan behavior 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.

Henry Chilcott, Formula E chief marketing officer, added: “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.”

The partnership with Formula E is the second such agreement Google Cloud has announced in short order.

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In February, breakaway golf tour LIV Golf, backed by Saudi Arabia’s Public Investment Fund, announced that Google Cloud would serve as a technology partner of the series and similarly to Formula E utilize its solutions to drive fan engagement and data analysis.

The parties claim the partnership will “help elevate the fan experience on and off the golf course and deliver personalized engagement unique to the sport.”

The 2024 Formula E season began on January 13 with Mexico’s Mexico City E-Prix and was followed up on January 26 by the Diriyah E-Prix in Saudi Arabia.

The Google Cloud partnership will be inaugurated on the third race of the season, the upcoming Sao Paolo E-Prix tomorrow (March 16).