TCS partners with Sydney Marathon to elevate global running standards
Tata Consultancy Services (TCS), a global leader in IT services, consulting, and business solutions, has announced a transformative five-year title partnership with the Sydney Marathon, Australia’s largest marathon event. This collaboration is set to enhance the marathon with cutting-edge technology and expanded charitable impacts, affirming TCS’s commitment to community and wellness.
Under the partnership, TCS will utilize its vast technological and business expertise to foster advancements in the marathon’s sustainability, accessibility, and overall event experience. The TCS Sydney Marathon, presented by ASICS, will also aim to join the prestigious Abbott World Marathon Majors. This global recognition would significantly boost the event’s economic impact on Sydney and New South Wales by potentially elevating it to the status of world-class sporting events like the Tokyo and Boston Marathons by 2025.
TCS’s sponsorship portfolio includes major marathons in New York, London, Chicago, and Boston, among others, emphasizing its influential presence in the global running community. With the addition of the Sydney Marathon, TCS now supports 14 international running events, underscoring its dedication to promoting health and well-being worldwide.
Wayne Larden, Race Director of the Sydney Marathon, expressed confidence in the partnership, stating, “We recognize the importance of partnering with industry leaders like TCS, who share our vision of excellence and community impact.” TCS’s Chief Marketing Officer, Abhinav Kumar, highlighted the alignment of this partnership with TCS’s broader goals: “Our partnership with Sydney Marathon is aligned with TCS’ commitment to transformation in our communities and ecosystems.”
Since its inception as a test event for the 2000 Sydney Olympics, the Sydney Marathon has grown into an annual spectacle, drawing over 40,000 participants from more than 100 countries. It is celebrated for its scenic route, which includes iconic landmarks like the Sydney Harbour Bridge and the Sydney Opera House. The marathon has also raised over $26.5 million for various charitable causes.
TCS has been recognized in the 2024 Kantar BrandZ report as one of the top 50 most valuable global brands, reflecting its strong customer relationships and growing influence, particularly in Australia where it has been a pivotal technology partner for over 35 years.