Google Cloud Deepens Sport Links with Expanded Atlético Madrid and Formula E Partnerships

Google Cloud has strengthened its footprint in global sport through newly expanded partnerships with Atlético Madrid and Formula E, underscoring its growing role as a key technology partner across both mainstream and emerging sports properties. The dual announcements, made in March 2025, reflect a strategic push by Google Cloud to align its AI and data solutions with the evolving digital and performance needs of elite rights holders.

In European football, Atlético Madrid has extended and deepened its existing collaboration with Google Cloud, alongside long-standing partner Mahou San Miguel. The renewed agreement will see a wider integration of Google Cloud’s data and AI technologies across the club’s operations—covering performance analysis, fan engagement, business intelligence, and sustainability reporting.

Originally established to support Atlético’s digital transformation, the new phase aims to personalise fan experiences, optimise internal workflows, and enhance content delivery through advanced machine learning tools. Google Cloud will also assist with tracking environmental impact and resource efficiency, key priorities for clubs under increasing regulatory and stakeholder scrutiny.

The deal reinforces Atlético’s ambition to be a leader in tech-enabled football operations. As data-driven decision-making becomes standard practice across top-tier football, cloud infrastructure is emerging as essential for clubs seeking competitive, commercial, and operational advantages.

Meanwhile, in motorsport, Formula E has taken the next step in its relationship with Google Cloud through the launch of a new AI-powered driver performance tool, developed using the Vertex AI platform. The tool enables teams to simulate and predict race outcomes by analysing a wide array of variables including driver behaviour, energy usage, weather, and track conditions. Functioning as a virtual driver agent, the system generates adaptive strategy recommendations in real time.

This expansion builds on an earlier collaboration focused on cloud infrastructure, data warehousing, and audience insights. Formula E’s adoption of real-time AI solutions aligns with its positioning as a sustainability-first, innovation-led series—and supports its drive to enhance both sporting performance and fan-facing digital experiences.

“As a sport built around innovation and sustainability, leveraging AI to inform race decisions is a natural progression,” said Eric Ernst, Chief Technology Officer at Formula E. “Working with Google Cloud enables us to bring greater intelligence into team operations while offering fans a deeper, data-rich viewing experience.”

Together, these developments highlight Google Cloud’s evolution from a backend service provider to a strategic enabler of digital transformation in sport. With regulatory pressures tightening around data governance and environmental impact—and with fans demanding more immersive, personalised content—cloud partnerships are now central to how sport is structured, commercialised, and consumed.