Tata looks to Sidhu & Simon to activate Formula 1 sponsorship

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Tata looks to Sidhu & Simon to activate Formula 1 sponsorship

Published on 15 Mar 2012 14:51
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By: Rob Veenstra

Tata Communications has appointed London-based sponsorship agency, Sidhu & Simon Communications, to activate and leverage its multi-year technology association with Formula One Management. The agencys appointment is with immediate effect.

In a ground-breaking deal announced last month Tata Communications has entered into a multi-year technology service and marketing agreement with Formula One Management. The agreement will see Tata Communications delivering world-class connectivity to all 20 Formula 1 race locations over its global network, the largest in the world. The innovative deal positions Tata Communications corporately as a Technology Supplier of Formula 1 with category exclusive designations as Official Connectivity Provider of Formula 1 and Official Web Hosting and Content Delivery Network Provider of Formula1.com. Tata Communications and Formula One Management will also work in close collaboration on research and development around connectivity and the latest video technologies.

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Sidhu & Simon will be responsible for Tata Communications global activation in Formula 1 spanning guest hospitality and business-to-business development. The agency will also help manage and bring to life Tata Communications Formula 1 rights and assets.

Nav Sidhu, Managing Director, Sidhu & Simon Communications: It is a great privilege for Sidhu & Simon to be an ambassador for a brand with the global size, scale and reputation of Tata Communications. Tata Communications is an international communications company obsessed with innovation and I am thrilled that our agency has been appointed to handle this prestigious international project. It is our firm commitment to represent its interests to the very best of our ability and assist with the communication of their industry-leading technology. Formula 1 provides an exciting platform to grow Tata Communications awareness in key markets worldwide, and to showcase their products, their capabilities and their reliability. This is in an environment where cutting-edge technology is essential. We are honoured to join Tata Communications and are motivated to work with the company, its partners and the sport in showcasing Tata Communications in Formula 1."

Julie Woods-Moss, Chief Marketing Officer, Tata Communications: We evaluated a number of agencies and found Sidhu and Simons innovation and experience were well suited for our vision and business objectives related to our marketing agreement with Formula One Management.

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