Pole position: Tata Comm bags deal from Formula 1 | business | Hindustan Times
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Pole position: Tata Comm bags deal from Formula 1

The world’s most watched sporting event, Formula 1 racing, will now be delivered across the globe by Tata Communications. Formula 1 racing on Thursday announced a multi-year technology and marketing agreement with Tata Communications. Dipankar De Sarkar reports.

business Updated: Feb 24, 2012 01:50 IST
Dipankar De Sarkar

The world’s most watched sporting event, Formula 1 racing, will now be delivered across the globe by Tata Communications. Formula 1 racing on Thursday announced a multi-year technology and marketing agreement with Tata Communications.


The Indian multinational company will handle F1’s mind-bogglingly complex and demanding information technology requirements, Tata Communications CEO Vinod Kumar and his F1 counterpart Bernie Eccleseton announced in London.

During race weekends, an average of 4 million fans visit the Formula 1 website for real-time race updates and footage from the Grand Prix worldwide, surging to 7million on the busiest days.

Overall, the annual event is watched by 527 million viewers in 188 countries. From now on, it will be the Tata company’s job to keep them happy. Working with the F1 technology team, Tata will provide high-speed connectivity across the 20-locations that host a sporting event that is incredibly data driven, particularly for time-keeping and determining the position of cars.

Tata Communications will prepare F1 for the next level of digital communications that could enable it to offer viewers real-time videos. “Formula one is the most cutting-edge-technology sports operation in the world,” said Kumar.

“If we can do it for F1, we can do it pretty much for anyone.”

Kumar did not reveal the value or duration of the deal – announced on the company’s 10th anniversary – saying only, “It’s a lot of money. We need to invest in this for the long term,” said Kumar.