Waze partners with marathons and other events to improve traffic and road closure data

Google-owned GPS driving app Waze is seeking collaboration with event organizers around the world as it looks to improve traffic congestion through improved communication about major events.

Through the Global Event Partner Program, Waze is inviting applications from marathon organizers, stadium operators, or anyone associated with events that typically cause disruption on the roads. Waze will serve its partners with “custom access” to its traffic management technology and communications channels. In return, Waze wants advance information about planned road closures, as well as real-time updates to traffic information in the area.

The upshot of all of this is that Waze users will receive accurate notifications of planned disruptions, including specific times and dates of the event.

Above: Waze Event Warnings

In addition to serving up road closure information, organizers can also convey information about available parking for events. For its launch, Waze says it has brought on board 20 partners around the world, including the Rock ‘n’ Roll Marathon events in New York, Montreal, Mexico City, Madrid, and elsewhere.

Founded out of Israel in 2007, Waze has built a solid reputation for the way it lets users share real-time traffic data, which is what prompted Google to acquire the company for more than $1 billion back in 2013. Today, Waze still exists as a standalone product with Google Maps and claims more than 50 million monthly users around the world. While Waze has hitherto supported events to forewarn drivers about roads that may be affected, it’s now looking to formalize the process through a two-way partnership in which both sides have something to gain.