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European Tour links up with Tata

Golf’s European Tour has appointed Indian telecommunications company Tata Communications as its official global connectivity supplier to deliver enhanced digital coverage of the sport in countries around the world.

Tata will now distribute video feeds from 47 European Tour tournaments in 30 countries across five continents to 40 broadcasters. The European Tour said the agreement will enable coverage to reach almost 500 million fans.

Tata will deliver live coverage and highlights to television and mobile platforms.

In addition, Tata will work with the European Tour to include new technologies in the coverage, such as Internet of Things, big-data analytics, virtual and augmented reality, and live 360°video.

Michael Cole, chief technology officer at the European Tour, said: “Digital innovations like 360°video, IoT and AR all rely on global superfast connectivity. So, by creating a single, scalable, global technology platform underpinned by Tata Communications’ capabilities, we will be able to create more powerful, engaging and immersive golf experiences, grow our global audience, and open up new commercial opportunities for the sport.”