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The sponsors' run: Tata to leave the Circus

After Allianz and UBS the indian IT company is the third sponsor to end the contract with Liberty Media's F1 championship

( palabras)
The sponsors' run: Tata to leave the Circus
Fuente imagen: Twitter.com

Chase Carey once admitted to Motorsport.com that signing partenerships was "harder then expected": the news of Tata Communications leaving the paddock premises with the next season underlighted that words better than everytihgn else.

[...] as we had achieved what we set out to do - we feel it’s the right time for us to conclude this marketing partnership

With these words, the spokeperson of the Indian technology provider commented on the unexpected exit of the giant from the US$34m per year deal; a part from this figure, Tata secured some Grand Prixes pit lane branding and offered the powering of the online streaming services to F1 TV.

Moreover, the logo has disappered from both Mercedes and Williams teams: standing to BlackBook Motorsport both had a worth of US$1m per season from Tata for letting the stickers be put on Brackley and Grove cars.

The cause seems to be the lacking of instruments that the championship is able to deliver to partners that may desire to link their brand to a world championship, as Carey reveils:

We hadn't created capabilities to tell the story of F1, to create some excitement. [...] I think you need to tell that story, and you need to develop tools. Sponsors want partnerships that are more tailored uniquely to them. In the past signs on a wall worked fine, that doesn't work now

However good news are encountered; standing to the same magazine, bookmaker 188Bet is 'jumping' onboard as Asian partner for a 5 years deal; and with US$65m per year Saudi Arabia is said to be closing for having its very first Grand Prix.

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