Marathon Sponsorships: Tata Consultancy Services is set to become one of the top spenders in running events after spending a mammoth $320 million sponsoring marathons for the next 8 years.
TCS has had an impactful history in sponsoring marathons since 2008 when it became the junior sponsor of the Mumbai marathon. It has come a long way since then and is the titleholder of 6 running events held in New York, London, and Sweden.
“Marathon is an example of human potential and is closely related to TCS’s positioning,” said chief marketing officer Rajashree R as it retained the title rights for the New York marathon until 2029.
The New York race, which is the world’s largest race has been sponsored by Tata Consultancy Services since 2014. The US is TCS’s biggest market, contributing more than 50% to its $22-billion revenues.
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Marathon Sponsorships: Tata Group Company TCS to spend $320 Million on sponsorship of marathons globally
Last month, TCS also won the headline slot for the world’s fourth-biggest marathon- the London marathon. While TCS sponsors the marathon, it helps the Indian company boost its image and educate the participants and spectators about the tech offerings.
Besides marathons, the company has sponsorship deals in sports like motor racing, ice hockey, and golf. “80% of our sports sponsorship budget is allocated towards marathons and the rest for other competitive games,” said Rajashree.
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 sponsorship list.