September 2024 | 1067 words | 12 slides
Tata Consultancy Services (TCS) sponsored its first marathon in Amsterdam in 2011; as of this year, the company is the title sponsor or partner to 15 running events around the globe, including five of the seven most prominent marathons in the world.
TCS’ involvement in these events stems from its intention to be a true transformation partner for its clients, communities, and the ecosystems it lives and works within, and is part of its commitment to encourage sports that promote well-being, like endurance running and all-electric motorsport. The company’s sports sponsorship story emerges from the pillars of “purpose, technology, sustainability.”
Every year, these fifteen events touch over 600,000 runners globally and raise over $110 million for philanthropic causes. TCS’ marathon apps enable participants to track their performance, train better and socialize with fellow runners, and aggregate over 1.1 million downloads a year.
These marathons also showcase TCS’ deep technology expertise that it applies to help achieve peak sport performance: the company’s labs created the first state-of-the-art Digital Twin Heart for the celebrated Boston Marathon champion and two-time Olympic marathoner Des Linden.
The story of TCS’ relationship with endurance running began when the then CEO, and present Tata group chairman, N Chandrasekaran completed the New York City Marathon in 2009, inspiring hundreds of his colleagues and others towards health and fitness. TCS became a tech partner to the New York City Marathon in 2012, and its title sponsor in 2014. In 2021, it renewed its partnership for eight years.
The latest addition to the list, the TCS Sydney Marathon attained the Abbott World Marathon Major status in November 2024 and became the fifth TCS-associated marathon to be accorded this status. The other marathons on this illustrious list include the TCS New York City Marathon, the TCS London Marathon, the Boston Marathon, and the Bank of America Chicago Marathon.
Besides these, TCS is also the title sponsor of the TCS Toronto Waterfront Marathon, the TCS World 10k in Bangalore, and one of the world’s longest and largest cross-country races, the TCS Lidingöloppet in Sweden. The company is a technology partner for the Standard Chartered Singapore Marathon and an associate title sponsor of the Tata Mumbai Marathon in its home city of Mumbai.
Scroll below to view a slideshow of the latest marathons.
TCS Sydney Marathon
TCS
TCS Lidingöloppet
TCS New York City Marathon
TCS World 10k, Bengaluru
TCS Amsterdam Marathon
TCS London Marathon
