TCS to invest $30-40 million annually in global running sponsorships, community programmes during 2022-29
The Mumbai-based company has also signed an eight-year contract with New York road runners (NYRR) to extend its title and technology sponsorship of the TCS New York City Marathon through 2029, according to a statement.
TCS ‘expanded partnership with NYRR follows its announcement earlier this month that it will become the new title sponsor of the London Marathon starting in 2022.
“Collectively, TCS plans to invest between $ 30 million and $ 40 million annually in global operating sponsorships and related community programming from 2022 to 2029,” he said.
TCS President (North America) Surya Kant said the company is delighted to expand its sponsorship of the TCS New York City Marathon, the world’s premier racing event.
“We sponsor running events around the world because we want to inspire local communities to live healthy and active lifestyles, and also because of the obvious parallels between marathons and the growth and transformation journeys that we help our clients undertake.” .
As part of the sponsorship, TCS will launch a new version of its TCS New York City Marathon app that incorporates augmented reality (AR) features that became popular for virtual racing during the pandemic.
The new version will include features to support virtual and in-person corridors along with augmented reality experiences that surprise and delight. Fans and athletes will be able to access real-time runner tracking, digital mood cards and a finish time predictor.
TCS said it will donate $ 4 million to NYRR youth and community programs, including New York road runners on the rise – a free national NYRR program that incorporates physical education into the school day.
TCS will also develop a marathon version of its go IT STEM educational contest that will challenge students to develop an app concept that promotes active lifestyles and inclusion, he added.
In addition, the company will host the Team TCS Teachers Program that will select 50 teachers from across North America who demonstrate the ability to share their passion for running with students. Selected teachers will receive free race tickets, a VIP race day experience, and marathon-themed lesson plans for students in TCS’s STEM education program, Ignite My Future in School.
“Since 2014, TCS has helped us transform the experience of our corridors through technological advancements, while also providing great support for our community programs in all five boroughs. TCS and NYRR have shared core values, a commitment to service and a passion for innovation, and I can’t wait to see what we co-create together in our next chapter, “said Kerin Hempel, CEO of NYRR.