The global IT giant, Tata Consultancy Services (TCS) has announced a five-year partnership with the Sydney Marathon, Australia’s most iconic running event.
This collaboration has marked a milestone in the IT giant’s commitment to fostering a global running community, championing sustainability, and leveraging technology to revolutionize sports.
As the title partner, TCS will work closely with the annual Sydney running event to elevate the race experience for runners, spectators, and the community. By harnessing advanced technologies, the Indian IT firm aims to streamline race operations, enhance participant engagement, and promote eco-friendly initiatives.
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.”
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, “TCS has played a pivotal role in Australia as a technology provider for nearly four decades. We are proud to continue our commitment to the community with the announcement of this new partnership with the TCS Sydney Marathon. I am looking forward to engaging our clients and partners with this race, as we use our technology expertise and passion for sustainability and wellness to create an unforgettable marathon experience in the iconic setting of Sydney.”
Beyond the race itself, the Tata Group‘s IT arm aims to create a lasting impact on the community. By focusing on accessibility and the well-being of Indigenous Australians, the partnership demonstrates a commitment to social responsibility.
The Sydney Marathon, renowned for its stunning course and inclusive atmosphere, will benefit significantly from India’s largest IT services’ involvement. This partnership has solidified the event’s position as a global leader in marathons and contributes to the growth of running in Australia.
TCS is a global IT services, consulting, and business solutions giant in India. A cornerstone of the Tata Group, TCS has been a driving force in the digital transformation journeys of businesses worldwide for over five decades. With a vast workforce across numerous countries, the leading global IT services entity is renowned for its innovative approach, leveraging cutting-edge technologies to deliver comprehensive solutions. As a market leader, it consistently demonstrates its commitment to excellence through its consulting-led, cognitive-powered services, making it a preferred partner for organizations seeking to optimize their operations and achieve strategic goals.
The IT behemoth brings a wealth of experience to the partnership, having sponsored four World Marathon Majors (New York, London, Chicago, and Boston) and other prestigious races worldwide. With this new partnership, TCS now supports 14 global running events attracting over 600,000 participants.