TCS and its marathon sponsorship: beyond branding

 

TCS continues to strengthen its
presence in the global running community. Through its sponsorship of renowned international marathons, the company reinforces its commitment to innovation, sustainability, and social well-being.

This support has enabled Tata Consultancy Services (TCS) to create a significant impact on local economies and deepen its connection with global running communities.

The inaugural “Marathons 50 2025” report by Brand Finance reveals that marathon sponsorship is not only a sports strategy but also a key driver of economic growth for host cities.

In 2024, the 50 largest marathons generated $5.2 billion for local economies and raised $425 million for charitable causes. This highlights the positive impact of these events well beyond the finish line.

Economic Impact of Marathons.

In this context, TCS’s ecosystem of partners has played a crucial role. According to the report, marathons sponsored by TCS generated an economic impact of $2.25 billion in local economies in 2024 and raised $279 million for charitable initiatives.

This approach has significantly strengthened the TCS brand globally.

Since its entry into marathon sponsorship 15 years ago, the brand’s value has increased from $2.1 billion in 2010 to $21.3 billion in 2025.

This underscores the power of a brand aligned with purpose. With 14 marathons and endurance races under its sponsorship, TCS achieved a 27% brand consideration among non-runners and 67% among marathoners.

This demonstrates the strong connection the company has with the running community, according to Brand Finance.

The Impact of TCS.

Abhinav Kumar, Director of Marketing and Communications at TCS, commented:

”The Brand Finance ‘Marathons 50′ report affirms what we at TCS have witnessed firsthand: that partnering with marathons can create meaningful change for the communities and cities that host them. Marathons inspire movement, promote well-being, and strengthen communities, while also bringing significant economic growth to host cities. With the exponential growth of running, these marathons have become a powerful force for good in the world.”

Kumar also added:

”We congratulate the top 50 races that are receiving recognition today—including the 10 marathons with which TCS is proud to have a long-standing relationship. These partnerships allow us to connect authentically with clients, employees, and communities, while demonstrating how technology can enhance the human experience—whether by helping people run better, live healthier lives, or build a more sustainable and inclusive future.”

Digital Transformation in Marathons.

David Haigh, CEO and Chairman of Brand Finance, highlighted:

”At Brand Finance, we are particularly drawn to marathons because they sit at the intersection of several of our areas of expertise, including sponsorship effectiveness, sustainability, place branding, and soft power.

Elite and amateur runners often share the same course, which highlights the importance of brand attributes like accessibility, sustainability, and technology.”

Haigh continued:

”This inclusive spirit and the emotional impact of crossing the finish line are deeply meaningful for both runners and spectators. For organizers, host cities, and sponsors, the unique qualities of marathons present opportunities to differentiate their brands through strategic management and connect with a diverse audience. Companies like TCS and other major sponsors are clearly on the right track.”

TCS has transformed marathon sponsorship beyond simple branding, incorporating advanced technology and AI-powered solutions that enhance participants’ experiences.

As the principal sponsor and technology partner for iconic events such as the five marathons of the Abbott World Marathon Majors, including the TCS New York City Marathon, the TCS London Marathon, and the TCS Sydney Marathon, TCS has developed the first digital twin of a professional runner’s heart.

This groundbreaking initiative uses data, artificial intelligence, and digital twin technology to help runners unlock their full potential and improve their quality of life.

Beyond technology, TCS maintains a strong commitment to sustainability and the social impact of marathons.

The Brand Finance report underscores TCS’s recognition as one of the standout sponsors for its dedication to sustainability.

The company ensures that marathons continue to prioritize environmental care and community well-being. One example of this is its collaboration with the Responsible Sports Council and the ReScore app, which has certified 53 sporting events for their commitment to sustainability.

As the company deepens its support for marathons, it continues to drive the advancement of sports through technology, sustainability, and a long-term commitment to global communities.