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The recent surge in worldwide interest in Formula 1 or F1 can be attributed in large part to the success of the Netflix documentary Drive to Survive. Given the reach of the platform, it would be difficult to argue otherwise. Because we have yet to see a sport that incorporates completely new technology into its evolution like F1.
India, one of the world’s fastest growing tech economies, is seeing a similar resurgence of interest in F1. According to F1 Motorsport, India currently ranks him fifth among the world’s viewers of F1 racing, with around 32 million followers.
Ahead of the 2022 season, Tata Communications has announced the renewal of its partnership with Formula 1 as the official broadcast connectivity provider. The company provided a global end-to-end managed network service for video contributions. This includes the transfer of over 100+ video feeds and over 250+ audio channels (equivalent to an estimated 500 terabytes of video and data passing over a super-fast network per event). network) at every race in the calendar. Across five continents, Tata’s technology delivered full season broadcasts to his over 500 million viewers worldwide. In addition, it has helped F1 move live data analysis and video production from each circuit to a centralized remote operations center, allowing F1 to reduce its shipping freight by 34% from 2020 onwards.
Why Formula 1?
Like all racing, Formula 1 is essentially about speed. Whether an F1 car wins or loses ultimately depends on how long it can maintain its lead and how well teams can use machine learning, data analytics, edge computing and data science. Through partnerships with tech giants such as AMD, Cognizant, Dell, and Oracle, these teams leverage big data analytics to simulate, analyze, and enhance car performance on the track. Numerous sensors in the vehicle and driver continuously track and transmit data to facilitate real-time decision-making while giving teams a personalized view of future performance.
(Source: Mapfre Analytics)
Each team runs two cars in each race and is reported to generate 11.8 billion data points in one season. This collected and analyzed data determines everything from race strategy to future upgrades. Therefore, technologies such as big data analytics, cloud computing, predictive analytics and prescriptive intelligence will drive strategic business decisions in F1, and that the sport will continue to do so from major technology companies such as his AWS. I can understand why it got such a good investment.
But there’s more to these collaborations than meets the eye.
“Data Wars” give rise to “Data Ads”
“Formula 1 is the battle of the world’s best drivers, but it is also the battle of the world’s most innovative engineers,” said Rachel Thornton, vice president of AWS Worldwide Marketing.
In early 2021, IT services giant Cognizant announced a multi-year partnership with the Aston Martin F1 team returning to the sport after 60 years. Aside from the tech-centric aspect, the company claimed the sponsorship was also about global reach, visibility, and customer activation. We saw an increase in retention and adoption rates as a result.
Meanwhile, Dell Technologies announced that it will continue its multi-year partnership with the McLaren Formula 1 team in 2021 to drive innovation alongside brand engagement.
Similarly, when AMD announced a partnership with the Mercedes-AMG Petronas F1 Team in 2020, their strategy was to establish that their technology is powering Mercedes’ F1 cars to attract customer tastes. , focused on brand associations.
AWS, Formula 1’s official cloud services and machine learning provider since 2018, likewise says its partnership with the sport has helped demonstrate the impact of the cloud on business on a global scale. AWS technology enables Formula 1 to improve how data is used for business. Through our partnerships, we are also able to communicate this impact to our business leaders and customers, especially as they experience the sport through various channels including on-site Grand Prix racing.
While all of these collaborations appear to be working well in light of F1’s newfound popularity, the bigger concern is that in markets like India, where interest in F1 is still gaining a foothold, similar Whether there is brand engagement and client activation.
Indian Grand Prix – A dream race
The announcement of a partnership between Tata and F1 earlier this year sparked speculation As for whether the Indian Grand Prix will take place in the near future, F1’s return is unlikely at this point. Former Indian F1 driver Karun Chandhok said whether the sport would revive in India would depend entirely on government funding initiatives.
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