The London Marathon, one of the world’s top long-distance running races, has landed a new title sponsor in Indian multinational Tata Consultancy Services.
The six-year agreement, which was announced today, comes into effect in 2022, and will see TCS become the seventh main partner of the event since it started in 1981.
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TCS is already the title sponsor of the New York City Marathon, in a relationship that dates back to 2014.
In London, TCS is replacing Virgin Money, the financial services company, which has sponsored the marathon since 2010 but opted not to continue its deal beyond this year.
The IT services and consulting firm has been serving as the technology partner of the London race since 2016 and will continue to support its digital growth.
TCS was responsible for updating the app, launched in 2019, which supported competitors taking part in the first virtual marathon held last year amid the coronavirus pandemic.
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By GlobalDataIn its new role, the company plans to further enhance the London Marathon experience through the use of technology, and encourage healthy lifestyles.
Event director Hugh Brasher said: “We are delighted to welcome TCS as the new title sponsor 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 London 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.”
Amit Kapur, country head of UK and Ireland at TCS, added: “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.”
This year's London Marathon has been delayed from its usual date in April to 3 October, but, with Covid-19 restrictions being lifted, the organisers are hopeful of a full field of 50,000 runners, and a further 50,000 virtual competitors around the world.
