Updated: Nov 25, 2022
Tata Consultancy Services (TCS) will spend up to $320 million on marathon sponsorships over the next eight years. This would put it among the top spenders in the running event.
What is happening: TCS has been heavily involved in the Marathon scene since their initial investment, and this will continue even after 12 years with a $320 investment in marathons around the world.
TCS has never been shy about expressing their support for the sports industry, encouraging people to stay fit through a variety of initiatives.
Backdrop: The Indian firm's involvement with the marathon began in 2008, when it was the junior sponsor of the Mumbai Marathon.
Since 2014, Tata Consultancy Services has sponsored the New York race, the world's largest race.
The United States is TCS's largest market, accounting for more than half of its $22-billion revenue.
TCS is also well-known for its support of football, cricket, hockey, and a variety of other sports, as they are constantly at the forefront of sponsoring major sporting events.
International marathons: TCS also won the slots for the London marathon in June 2021, which is regarded as one of the most important marathons in the world.
The sponsorship enabled TCS to expand its global reach while also encouraging and educating people on the importance of living a healthy lifestyle.
Numbers: TCS is the sole owner of the New York Marathon until 2029.
TCS will spend up to $40 million per year on running race sponsorships from 2022 to 2029. The company is considering adding more marathons to its roster of sponsors.
Summary: Tata Consultancy Services is set to become one of the top spenders in running events after spending a mammoth $320 million