Formula 1’s marketing partnership with Tata Communications has ended, with Tata saying they’ve achieved all that they wanted.
Formula 1’s long-term marketing partnership with Tata Communications has ended after eight years.
Tata, an Indian multi-national telecommunications company, signed up with Formula 1 in 2012 and helped with the ‘digital transformation’ of the sport.
However, just ahead of the 2020 season, Tata have confirmed they have decided to end the partnership as they look to explore new avenues.
We have decided to bring to a close our marketing partnership with F1 and explore other platforms that will allow us to showcase the full power of our digital services to our key customers.” said Amit Sinha Roy, Tata’s Vice President of Marketing.
“We started this partnership in 2012 with the mission to digitally transform the sport whilst raising awareness of our global networking expertise amongst our enterprise customers. Our eight-year F1 journey, spanning 150+ races, was all about driving innovation in the sport. Over the years, we have evolved our services portfolio and capabilities, and – as we had achieved what we set out to do – we feel it’s the right time for us to conclude this marketing partnership.”
“We’re proud of the fact that for eight years, we played central role in the digital transformation of F1 and its entire ecosystem: enabling the organisation that runs the sport, Formula 1, to innovate; helping the reigning world champions Mercedes-AMG Petronas Motorsport to win; and working with 20+ broadcasters to bring the action to millions of fans worldwide.” the statement from Tata continued.
“Our work in F1 also paved the way for new customer relationships with leading broadcasters like Sky and Star Sports – to which we remain committed.”