OREANDA-NEWS. October 16, 2012. In a deal that can accelerate Tata Communications' brand image across the world, the company's multi-year technology service and marketing arrangement with the Formula 1 management is running smoothly.

Tata Communication's large network of subsea cables has been transmitting uninterrupted streams across televisions and Web sites across the globe effectively taking care of the communications logistics of the sporting spectacle.

"We are showcasing all aspects of our technology in real-time. The relationship with Formula 1 goes beyond conventional marketing and sponsorship. It is a live case study of the market-leading work Tata Communications does," Rozzyn Boy, global head of communications and brand, Tata Communications, told Business Line recently.

Boy led the negotiations for the multi-marketing agreement and global sponsorship of Tata Communications’ F1 deal.

Ensuring a smooth, hiccup-free run for the four-million odd users on F1's official Web site over race weekends, which reportedly spikes to seven million during the race itself, has not been an easy task.

Stating that Formula 1 requires fast and secure connectivity, Boy said, "even a split second of downtime can have huge repercussions for its business, brand and reputation".

With content delivery a critical issue for Formula 1, Tata Communications has had to do in four hours what would normally be done in four months.

"The collaboration is driving strategic brand visibility and profile amongst key global audiences. The world's eyes are on the brand. We have also had access to the F1 ecosystem and have made in-roads to a new ecosystem of clients, which we wouldn’t have been able to make without our relationship," she added.

According to Boy, the Indian major is engaged in research and development with F1, but refused to give details.