Connectivity giants Tata Communications has ended its marketing deal with F1, Mercedes and Williams, but will continue with MotoGP, WRC, Sky Sports and Star Sports.

Indian-origin global company, Tata Communications, is no longer the connectivity partner of F1, which it joined hands with in 2012. The eight-year long partnership ended in December 31, 2019 and wasn’t renewed as the company decided to step back.

In the eight years, Tata Communications joined hands with Mercedes in 2013, while Williams only became its partner in 2019. At the same time, the company signed a deal with Sky Sports, Star Sports, MotoGP and also World Rally Championship.

Ahead of the start of the 2020 season, Tata Communications confirmed ending its association with the sport, along with Mercedes and Williams. It will, however, continue on with its other partners and also work behind the scenes in F1.

In a statement from Amit Sinha Roy, Vice President, Marketing, Tata Communications, he clarified on the reasons behind the exit: “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.

“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 8-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, F1, 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.

“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. It was a joy and privilege being part of the greatest sporting spectacle on the planet.

“While our marketing partnership concluded on December 31, 2019, we continue working with many of our F1 customers and partners behind the scenes for now.” The news does comes as a surprise as it remains to be seen as to who becomes the new partner.

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