Tata signs broadcasting services deal with World Athletics
June 13, 2024
Tata Communications has announced a five-year global host broadcasting services deal covering the World Athletics Series of events. From 2025, Tata Communications will be a key strategic supplier for World Athletics, with a view to elevating innovation and audience engagement to new heights.
The collaboration kicks off in another huge year for the sport, with 2025 including the World Athletics Indoor Championships in Nanjing in March, World Athletics Relays in Guangzhou in May and World Athletics Road Running Championships in San Diego in September, as well as the flagship World Athletics Championships in Tokyo. The World Athletics Championships, taking place in September in 2025, is an event which regularly draws a global viewing audience of one billion people.
Tata Communications will deliver customised, live content to broadcasters across continents. As the host broadcaster, it will take on the pivotal role of crafting immersive coverage for World Athletics events globally. Furthermore, Tata Communications will enable broadcasters to elevate the viewer experience and create a connected fan base through localised regional feeds.
Tata Communications will also work with Worth Athletics to use the power of technology to enhance and progress World Athletics’ sustainability efforts, which is core to its future strategy.
Dhaval Ponda, Global Head of Media & Entertainment Business, Tata Communications, commented: “It is an exciting time of new content and changing viewer demands. Tata Communications is ideally placed as a global connectivity provider to help World Athletics meet its ambition of bringing athletics and inspirational stories to fans around the world. We offer the global footprint and scalable, resilient solutions necessary to carry these stories from arenas directly to viewers, whether from the UK, Tokyo, USA or beyond. As we bring the vibrancy of global athleticism to screens, I’m eager to see those stories inspire the next generation of Indian sporting excellence.”