Tata Comms, World Athletics sign 5-year broadcast services deal
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1 month ago 06:00:13am Television

Tata Comms, World Athletics sign 5-year broadcast services deal

New Delhi,13-June-2024, By IBW Team

Tata Comms, World Athletics sign 5-year broadcast services deal

Tata Communications and World Athletics have announced a five-year host broadcasting services deal wherein the former will provide services to cover World Athletics Series events, including the World Championships in Tokyo in 2025, and support World Athletics’ vision of encouraging the sport through strategic initiatives across India.

The agreement starts 2025 and Tata Communications will be a key strategic supplier for World Athletics, with a view to elevating innovation and audience engagement to new heights, both the organisations said in separate media statements.

The collaboration kicks off during another huge year for the sport, 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, apart from the flagship World Athletics Championships in Tokyo.

The World Athletics Championships, taking place from September 13-21, 2025, is an event which regularly draws a global viewing audience of one billion people.

Tata Communications will empower World Athletics to captivate a global fan base and forge lasting connections with the sport by amplifying the excitement and drama of live global athletics competitions, the Indian company said.

The company will deliver customised, world-class live content to broadcasters across continents, to ensure the action reaches fans in every corner of the globe. 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 localized 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, said, “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.”

World Athletics is the international governing body for athletics (track & field & running events). A part of the Tata Group, Tata Communications is a global digital ecosystem enabler powering today’s fast-growing digital economy in more than 190 countries and territories.


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