Tata Communications inks five-year deal with World Athletics for global broadcasting services

Tata Communications signs a five-year global television contract with the World Athletics, the governing body of the international sports. The collaboration is aimed at becoming Tata Communication’s strategic partner from 2025 to enhance its innovation and engage more audience in World Athletics events.
 
For athletics, this collaboration will start in 2025 and it will be a remarkable year full of major events. These include; World Athletics Indoor Championships in Nanjing (March), World Athletics Relays in Guangzhou (May) and World Athletics Road Running Championships in San Diego (September). The climax of all this being the most widely-viewed event, the flagship World Atshletics Championships happening from 13th-21st September in Tokyo which is watched by a billion people all over the world.
 
Tata Communications will leverage on its expertise to deliver live personalised quality content to broadcasters globally thereby ensuring that live athletic contests reach their fans all over the world. As an organiser, the telecom company will serve as host broadcaster for world athletics events hence providing an immersive coverage along with a connected fan base by using localised regional feeds and.

Therefore, the Tata Communications shall use the company’s worldwide media channel, which comes with video-native edge platform and application stack that can provide dependable end-to-end support for the constantly changing global athletics calendar. This technological advancement will enable World Athletics to be able to give fans all over the world a great broadcast experience.

Dhaval Ponda, Global Head of Media & Entertainment Business at Tata Communications, said: “It’s a thrilling era of fresh content and changing expectations of audiences. Being a global connectivity provider, Tata Communications’ position best helps World Athletics in its mission to bring athletics as well as inspirational stories to fans worldwide.”

“We have the necessary global presence and a robust solution to enable these stories flow from stadiums directly to viewers whether in UK, Tokyo, the US or any other part of the world. As we beam vibrant international athleticism onto our screens, I look forward for such narratives stirring up more Indian sporting excellence among future generations.”