Tata ups Formula One involvement through tea brand

Tata Global Beverages, a strand of the giant Tata empire in India, has signed a two-race sponsorship deal with the Spanish HRT Formula One team.

20 September 2012 David Cushnan
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Tata Global Beverages, a strand of the giant Tata empire in India, has signed a two-race sponsorship deal with the Spanish HRT Formula One team.

The logos of TGB's Tata Tea brand will appear on the HRT cars at this weekend's Singapore Grand Prix and October's Indian race in a deal linked to Indian HRT driver Narain Karthikeyan.

Karthikeyan brought funding from Tata Motors to the team this season which has helped secure his drive alongside Spain's Pedro de la Rosa. HRT are yet to score a point in nearly three seasons of Formula One.

TGB is the world's second largest tea company with an annual turnover of some US$1.5 billion. Tata Tea logos will also feature on Karthikeyan's helmet and drinks bottle at both races. The precise level of the sponsorship will become clearer when the HRT cars hit the track in Singapore for opening practice on Friday, ahead of Sunday evening's floodlit race.

Luis Pérez-Sala, the former Formula One driver who heads up HRT, said: “For two seasons now Tata and Tata Motors have offered important and loyal support for HRT Formula One Team and it is great news that Tata Beverages has joined not only Narain’s image but also that of the team for two very important Grands Prix such as Singapore and India.”

Another strand of the Tata group, Tata Communications, became a technical supplier to Formula One in February this year.

HRT – Tata Tea