Formula One team ROKiT Williams Racing has signed Tata Communications as its Official Digital Transformation Partner.
Under the deal, Williams will use the technology brand’s digital infrastructure to provide real-time data transfer between the pit-lane garage at each Grand prix and the team’s race factory in the UK.
At the upcoming Australian Grand Prix, for example, engineers in the UK and at the circuit in Melbourne will be able to share data and insights and collaborate on race strategy.
Tata Communications will not get branding on the car, but will feature on the partner stack in the ROKiT Williams Racing garage at each Grand Prix, across race and test transporters, on the team’s motorhome, website and media backdrop.
Bijaya Basu, global head of sponsorships at Tata Communications, told SportBusiness Sponsorship: “There is a whole range of marketing assets, but a key benefit for us is the opportunity to invite our customers or other key stakeholders to see and discuss with Williams’ leadership the technology set-up we have provided for the team.”
Basu said the deal is not a traditional sponsorship, but is best described as a capability showcase.
Tata Communications already plays a central role in Formula One as the sport’s Official Connectivity Provider.
The brand has delivered network, hosting, broadcasting and security services to the Formula One ecosystem since 2012.
In 2013, it also became the Official Managed Connectivity Supplier of Mercedes-AMG Petronas Motorsport.
Claire Williams, deputy team principal at ROKiT Williams Racing, said: “Unlike any other technology company, Tata Communications plays a central role in all areas of F1 – arguably the most challenging technology environment there is.
“We’ve chosen Tata Communications as our new partner because of its deep understanding of the F1 ecosystem and its unique technology requirements, and the company’s ‘whatever it takes’ attitude to support our team.”
As an Official Partner, Tata Communications joins a 19-strong sponsorship roster at Williams, led by telco brand ROKiT, the team’s naming partner.