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TCS to spend $320 million on marathons


MUMBAI: Tata consulting services (TCS) will spend up to $ 320 million on marathon sponsorships for the next eight years. This would make it one of the top spenders in the running event.
The Indian company’s association with the long-distance running format began in 2008 as a junior sponsor of the Mumbai Marathon. Since then, he has become the title holder of half a dozen running events held in New York, London and Sweden.
On Wednesday, TCS said it has retained the title rights to the New York City Marathon until 2029. It has been sponsoring the New York race, the world’s largest, since 2014. Significantly, the US is the largest market. from TCS, contributing more than 50% to its $ 22 billion revenue. “Marathon is an example of human potential and is closely related to the positioning of TCS,” said Marketing Director Rajashree R.

A month ago, he won the place of the headlines of the London marathon, the fourth largest in the world. The marathon association helps the Indian company improve its image and educate participants and spectators about its technology offerings. It is the technology partner for all the events it sponsors. Many of its clients, employees and other stakeholders participate in these marathons, which implies “community participation in the places where we operate”.
In addition to marathon, the company has endorsement deals in motorsports, ice hockey and golf. “80% of our sports sponsorship budget is allocated to marathons and the remainder to other competitive games,” said Rajashree. It will spend up to $ 40 million per year on race sponsorships from 2022 to 2029. The company is considering adding more marathons to its sponsorship roster, especially those held in North America and Europe. Berlin and Chicago are two big marathons in which you are not the title sponsor.
TCS, part of India’s largest conglomerate Tata Group, is the second most valued company (with almost 12 lakh crore rupees) after Dependence Industries (RIL). Interestingly, RIL is the largest Indian sponsor of sporting events, although Tata’s connection to competitive gaming dates back to 1920.
The story goes that when Sir Dorabji tata, the founder’s son Jamsetji Tata and the second president of the Tata Group, noted that peasant athletes ran barefoot but recorded credible times close to international standards, he decided to finance the first Indian team for the Olympic Games in Antwerp in 1920.
For decades, the group has supported hockey, soccer, archery, tennis, and cricket. Another homegrown group that has emerged as a major sporting event sponsor is JSW, owned by industrialist Sajjan Jindal.

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