TCS to be title partner of London Marathon from 2022
Tata Consultancy Services (TCS) said that it will be the title partner of the London Marathon from 2022, following this year’s race on 3 October, and having signed a six-year partnership with the mass sporting event in the UK.
The Indian IT services provide, which has been the technology partner of the event since 2016, will continue to partner with it for innovatively using technology to further improve the marathon experience and encourage a healthy lifestyle. This includes further enriching and customizing experiences for all participants, spectators, and also sponsors by leveraging the power of data.
Hugh Brasher – Event Director of the London Marathon said: “We are delighted to welcome TCS as the new title partner of the London Marathon from 2022. This is a landmark day in our history, and we look forward to working with TCS to evolve and grow our digital reach, inspire millions more to become active and develop opportunities to raise even more for charities.
“TCS has been an integral part of the Marathon for the past five years, delivering the latest technology to enhance the marathon experience for participants and spectators. This new title partnership marks the dawning of a new era in what we can achieve together.”
TCS said that it had developed the official event app of the London Marathon. Last year, the Indian IT giant updated the app for supporting participants in the first virtual London Marathon during the Covid-19 pandemic.
The company will look to to use digital innovation to further boost the event experience for all races in the future, which will continue to be a mix of physical and virtual events. This year, the London Marathon event is aiming to see 50,000 runners from Blackheath to The Mall, and an additional 50,000 in the virtual event.
Amit Kapur – Country Head, TCS UK & Ireland said: “The London Marathon was founded on the core belief that the family of mankind can be united. TCS is building innovative and impactful technology solutions to help realize this belief, and inspire people to believe in themselves.
“We are pleased to take on the role of title partner and lead the way in driving the future success of physical and virtual London Marathons.”