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TCS Sponsored Marathons Generate $2.25 Billion for Local Economies and Spark $279 Million in Donations to Charity

Posted On : 2025-04-24 14:12:02( TIMEZONE : IST )

Tata Consultancy Services (TCS) (BSE: 532540, NSE: TCS), a global leader in IT services, consulting, and business solutions, continues to make a lasting impact on the global running community through its sponsorship of major marathons, reinforcing its commitment to innovation, sustainability, and community engagement. The inaugural Brand Finance 'Marathons 50 2025' report proves that marathon sponsorships are not just a sporting play - they are a strategic business growth engine, which are powering the economies of the cities that host them. In 2024, the top 50 marathons contributed $5.2 billion to their local economies while raising $425 million for charitable causes, reinforcing the broader value of marathon events, beyond the finish line.

Within this, the impact of TCS' partner ecosystem is significant. The report reveals that marathons sponsored by TCS generated a $2.25 billion impact on their local economies in 2024, while raising $279 million for charitable causes. This strategy of supporting marathons has also helped power-up TCS' brand globally. Since entering this space 15 years ago, TCS' brand value has surged from $ 2.1 billion in 2010 to $21.3 billion in 2025, a testament to the power of purpose-driven brand alignment. A sponsor of 14 marathons and endurance running races, TCS saw brand consideration at 27% amongst non-runners and 67% amongst marathon runners, highlighting the strong impact of its association with the running community on its business, according to Brand Finance. Among the major sponsors of marathons, TCS, along with Standard Chartered, demonstrated the highest uplift in brand consideration through their sponsorships.

Abhinav Kumar, Chief Marketing and Communications Officer, TCS, said, "The Brand Finance Marathons 50 report confirms what we have seen firsthand at TCS-partnering with marathons can ignite positive change for the communities and cities that organize them. Marathons inspire movement, promote wellbeing, and strengthen communities, while bringing important incremental economic growth to their host cities. With exponential growth in the sport of running, these marathons have become a powerful force for good in our world. I congratulate all the 50 top races that stand recognized today - including 10 marathons that TCS is so proud to be a longstanding partner to. These partnerships allow us to connect authentically with clients, employees, and communities, and to demonstrate how technology can enhance the human experience-whether in helping people run better, live healthier, or build a more sustainable and inclusive future."

David Haigh, CEO and Chairman, Brand Finance, said, "Brand Finance is interested in marathons because they sit at the intersection of many of our areas of specialization, particularly sponsorship effectiveness, sustainability, place branding, and soft power. Elite and amateur runners often share the same course, elevating the importance of brand attributes such as accessibility, sustainability, and technology. This spirit of inclusivity and the emotional impact of crossing the finish line are deeply, personally engaging for runners and spectators. For organizers, host locations, and sponsors the unique qualities of marathons present opportunities to distinguish marathon brands through strategic management and to resonate with a diverse audience. Companies like TCS and other major sponsors of marathons are clearly on the right track here."

TCS has redefined marathon sponsorship beyond branding, transforming the marathon experience with advanced technology and AI-powered solutions that enhance running and race-day engagement. As the title sponsor and technology partner of iconic races - including five of the seven Abbott World Marathon Majors such as the TCS New York City Marathon, TCS London Marathon, and TCS Sydney Marathon - the company has leveraged its expertise in advanced technology to develop the first digital twin heart of a prorunner. This initiative leverages data, AI, and digital twin technology to help people unlock their full potential and improve their overall quality of life.

Beyond technology, TCS remains committed to the social and environmental impact of marathons. The Brand Finance report highlights that TCS is among the sponsors most recognized for their dedication to sustainability, ensuring that major marathons continue to prioritize environmental stewardship and community well-being. In fact, 53 sporting events and organizers have been certified by the Council for Responsible Sport using ReScore, an app developed by TCS.

As TCS continues to deepen its support for marathons, it remains dedicated to advancing the sport through technology, sustainability, and meaningful community engagement for the long run.

Shares of Tata Consultancy Services Limited was last trading in BSE at Rs. 3412.30 as compared to the previous close of Rs. 3318.05. The total number of shares traded during the day was 153398 in over 13435 trades.

The stock hit an intraday high of Rs. 3420.00 and intraday low of 3337.55. The net turnover during the day was Rs. 521013485.00.