Tata Communications now sprints to change World Athletics broadcasts

The new five-year strategic partnership Tata Communications has inked with World Athletics will result in the upgrading of the coverage and broadcast of events hosted by the international sports federation based in Sweden.

“World Athletics’ senior management team has an ambition to overhaul the way the sport is being viewed and consumed, and are improving the reach and engagement with viewers,” Dhaval Ponda, global head of media and entertainment services at Tata Communications, told indianexpress.com. World Athletics, he said, is looking at the next decade, the next 100 million fans of sports, who are just entering the viewership age.