Tata Communications is one of the world’s leading technology companies carrying more than 30% of the world’s internet routes, connecting 60% of the world’s businesses to the cloud and 4 of 5 mobile subscribers.
As the Official Global Connectivity Supplier of the PGA European Tour (ET), the sponsorship provides an exciting stage to showcase its latest technologies, tell its global story and revolutionise the sport.
In 2019 Tata wanted to start conversations with B2B technology start-ups and position themselves as a brand that enables innovation. So we created golf’s first Innovation Hub, a start-up challenge to find creative solutions that would enhance ET’s fan experience.
The invitation for start-ups to enter was launched at the BMW PGA Championship and was amplified across Tata and ET’s websites & social. Entries were judged by an expert panel who shortlisted 3 start-ups whose cutting-edge technologies had the potential to improve golf’s offering for players, fans and broadcasters.
The finalists were invited to an Immersion Week of workshops with Tata, ET and venture capitalists, culminating in a ‘Dragon’s Den’-style pitch.
The Hub received 65 high quality entries (+62% over target) and 40 pieces of media coverage from the launch alone. Our campaign’s 1.6 mil reach led to conversations between hundreds of new tech companies and Tata’s incubator teams.
The Winner was alugha, whose platform is capable of translating video assets into multiple languages in seconds which could revolutionise ET’s international broadcast offering for fans.
The CTO of ET said: “Joining forces with Tata Communications has kick-started an exciting new digital era for the European Tour.”
