The Indian company, Tata Consultancy Services (TCS) has roped in an association with Canada Running Series (CRS). In this agreement, TCS has been appointed as the new title sponsor and IT services and technology consulting partner of the Toronto Waterfront Marathon and Virtual Race till November 2026.
With this deal, both parties would aim to enhance the marathon experience in Canada by creating a new exclusive race app. The official application would provide a unique environmental impact calculator to the runners and viewers to follow their environmental influence and offer a dynamic tracking system that can cover the runners on the racecourse. The distinct software would also inculcate Augmented Reality to create an immersive in-person and virtual racing experience while permitting the fans to improvise digital cheer cards for their social media.
The signatories have also initiated a noble move, extending their commitment from technology and sustainability, by including two charity partners known as Trans Canada Trail and Trees for Life Canada. Participants can donate a significant amount towards the inspirational projects of the two organizations. In addition to this, TCS has also delivered 32,000 person-hours towards this racing competition to uplift its sustainability for the environment.
On this grand association, Soumen Roy, the Executive Director and Country Head of TCS Canada, said, “Running a marathon makes you believe that you can accomplish anything. We can’t wait to channel the spirit of building on belief by enhancing the Toronto Waterfront Marathon experience with innovative technology and trailblazing sustainability initiatives in our local communities.”
Charlotte Brookes, the Event Director of CRS & the Toronto Waterfront Marathon also commented on this partnership, “We’re excited to begin our partnership with TCS and join a family of global, leading-edge marathon. It’s a unique opportunity to take our World Athletics Gold Label event to the next level and beyond, to greatly enhance the runner experience through innovative technology, to showcase athletic excellence, and to have a broader impact in building a healthy, caring, and sustainable Toronto.”
David Piccini, the Minister of the Environment, Conservation and Parks gave his insights on the collaboration’s joint aim for sustainability and said, “It is great news that the Toronto Waterfront Marathon will be greener next year. New tools will help participants to quantify and reduce their environmental impact while getting outside and enjoying the shores of Lake Ontario, and I commend TCS for their commitment to reducing the footprint of this flagship event.”
This is TCS’ third collaboration with a global marathon series post the renewed sponsorship deal with New York City Marathon and the new partnership with London Marathon.