Tata Consultancy Services (TCS) has entered into a partnership with Canada Running Series (CRS) to become the new title sponsor as well as the official IT services and technology consulting partner of the Toronto Waterfront Marathon and Virtual Race till November 2026.

The news comes after the Indian IT services provider’s renewal of its title and technology sponsorship of the TCS New York City Marathon apart from becoming the new title and technology sponsor of the TCS London Marathon in 2022.

Soumen Roy — Executive Director and Country Head of TCS Canada said: “Running a marathon makes you believe that you can accomplish anything. We can’t wait to channel the spirit of building on belief by enhancing the Toronto Waterfront Marathon experience with innovative technology and trailblazing sustainability initiatives in our local communities.”

Through a new official race app, Tata Consultancy Services and with Canada Running Series intend to modernize marathon running in Canada. The race app will provide an environmental impact calculator to help runners and spectators monitor and offset their impact on the environment.

The Indian firm will also work with Canada Running Series to develop a hybrid and immersive race experience for all runners and fans around the world.

The official race app will provide limitless tracking of in-person as well as virtual runners on the same racecourse map and allow spectators create digital cheer cards for sharing messages of encouragement on social media.

Runners can share a link to friends and family that initiates the app download automatically with them selected already to be tracked. Additionally, the race app will integrate augmented reality features to support in-person and virtual runners, along with providing surprise-and-delight experiences.

Charlotte Brookes — Event Director of Canada Running Series and the Toronto Waterfront Marathon said: “We’re excited to begin our partnership with TCS and join a family of global, leading-edge marathons.

“It’s a unique opportunity to take our World Athletics Gold Label event to the next level and beyond, to greatly enhance the runner experience though innovative technology, to showcase athletic excellence, and to have a broader impact in building a healthy, caring, and sustainable Toronto.

“The new TCS Toronto Waterfront Marathon race app will be a symbol of our collaboration that will connect, sustain and inspire us all whether we are participating in-person or virtually, from anywhere around the globe.”

  Canada, Canada Running Series, Charlotte Brookes, Soumen Roy, Tata Consultancy Services, Toronto Waterfront Marathon