TCS Becomes Title Partner of Sydney Marathon, Announces 5-Year Tie-Up

Tata Consultancy Services (TCS), India’s largest IT services company, announced on Tuesday its title partnership of the Sydney Marathon, Australia’s largest marathon event. The five-year agreement will see TCS applying its technological expertise to enhance the marathon’s use of advanced technologies, sustainability practices, accessibility, and charitable impact. The partnership aims to bolster support for running and well-being across Indigenous Australia.

“The TCS Sydney Marathon, presented by ASICS, is the latest addition to a deep portfolio of global running events sponsored by TCS, including four World Marathon Major races in New York, London, Chicago and Boston, alongside marathons in Amsterdam, Mumbai, Singapore and Toronto. In total, TCS now sponsors 14 global running events with participation from over 600,000 runners,” according to a company statement.

TCS will support the candidature of the TCS Sydney Marathon to the prestigious Abbott World Marathon Majors — a series that includes six of the world’s most iconic marathons — the Tokyo Marathon, Boston Marathon presented by Bank of America, TCS London Marathon, BMW BERLIN-MARATHON, Bank of America Chicago Marathon and TCS New York City Marathon.

As a candidate race, the TCS Sydney Marathon must meet a series of key criteria for two years consecutively to join this esteemed group as a new member in 2025. Attaining this world-class status will increase the marathon’s economic impact on Sydney and New South Wales.

Wayne Larden, Race Director, Sydney Marathon, said, “As we relentlessly pursue our goal of becoming the next Abbott World Marathon Major, we recognise the importance of partnering with industry leaders like TCS, who share our vision of excellence and community impact in sustainability, education, accessibility and health. TCS’ experience with the Abbott World Marathon Majors and other major global events provides invaluable insights that will help us to elevate the Sydney Marathon, globally.”

Abhinav Kumar, chief marketing officer at TCS, said, “Our partnership with Sydney Marathon is aligned with TCS’ commitment to be a true transformation partner for our clients, our communities, and the ecosystems we live and work within. We are proud to partner with this iconic race, not only to support its rise as a major global race– but to help it set a new standard in sustainability and in the way, technology can enhance marathons for participants and fans alike.”

The Sydney Marathon, first held on April 30, 2000, and called The Host City Marathon, was a test event for the Sydney 2000 Olympic Games. Since then, it has become an annual tradition, held in September every year, attracting over 40,000 runners from over 100 countries. It is considered one of the world’s most scenic marathon courses, taking in some of Sydney’s most spectacular and historic landmarks including the Sydney Harbour Bridge and the Sydney Opera House. The event features three races and has raised over $26.5 million for charitable organisations since its inception. This year the marathon will take place on September 15, 2024.

TCS has received global recognition for its efforts in using technology and sports to positively impact the community. Featuring among the Top 50 most valuable brands in the world in the 2024 Kantar BrandZ Most Valuable Global Brands report, TCS’ brand value has grown by 7% in a year to $44.79 billion.

Martin Guerrieria, Head of Kantar BrandZ, said: “The TCS brand has gained momentum in recent years, crowned as Kantar BrandZ’s #1 most valuable Indian brand, and maintaining membership of Kantar BrandZ’s Global Top 100 most valuable brands since 2021, growing brand value 213% since then. Growing +7% in brand value this year, the TCS brand is now worth $44.8 BN, testament to its growing traction and strong customer relationships.”

Vikram Singh, Country Head Australia and New Zealand at TCS, said, “We use our technology expertise and passion for sustainability and wellness to create an unforgettable marathon experience in the iconic setting of Sydney.”

As the title partner of the Sydney Marathon, TCS will prioritise the participant and spectator experience to deliver on the marathon’s mission to foster a global community of passionate runners and promote health and fitness. TCS has launched several new initiatives to empower the next generation of runners.