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Why TCS is sponsoring marathons?

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


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