F1 and marketing partner Tata Communications part ways

Formula 1 has parted ways with its marketing partner Tata Communications, bringing an end to the eight-year partnership.

Tata Communications, an Indian company, joined forces with F1 in 2012, but has now opted to split, with the company stated it has achieved all it wanted to.

The break comes ahead of the 2020 season, when F1 will celebrate 70 years as a world championship.

"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.

“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.”