FOR IMMEDIATE RELEASE
TCS Renews Sponsorship of TCS New York City Marathon Through 2029
Tata Consultancy Services Plans to Invest $30 - 40 million Annually in
Global Running Sponsorships and Community Programs During 2022-29, to
Transform Marathon Experiences through Technology
NEW YORK | MUMBAI, July 21, 2021: Tata Consultancy Services (TCS) (BSE:
532540, NSE: TCS), a leading global IT services, consulting, and business
solutions organization, announced that it has 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. TCS'
sponsorship of global running events will also be highlighted in a new
advertising campaign which debuts today.
TCS' extended 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 $30 million to $40
million annually in global running sponsorships and related community
programming from 2022 to 2029.
"We are delighted to extend our sponsorship of the TCS New York City
Marathon, the foremost running event in the world," said Surya Kant,
Chairman, North America, TCS. "We sponsor running events across 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 customers
undertake. Running a marathon makes you feel that there's nothing you can't
do. With each step, you're building on belief."
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 races during the pandemic. The new version
will include features to support both in-person and virtual runners along
with surprise-and-delight AR experiences. Fans and athletes will be able to
access real-time runner tracking, digital cheer cards, and a finishing-time
predictor.
The other pillar of TCS' sponsorship focuses on redoubling its efforts to
encourage communities to adopt active, healthier lifestyles. TCS will
donate $4 million to NYRR's youth and community programs including Rising
New York Road Runners, a free, nationwide NYRR program that incorporates
physical education into the school day. TCS will also develop a marathon
version of its award-winning goIT STEM education contest that will
challenge students to develop an app concept that promotes active
lifestyles and inclusivity. Lastly, TCS will host the Team TCS Teachers
Program, which will select 50 teachers from across North America who
demonstrate an ability for sharing their passion for running with students.
Selected teachers will receive free race entries, a VIP race day
experience, and marathon-themed lesson plans for students from TCS' STEM
education program, Ignite My Future in School.
The company's new advertising campaign titled We Believe is anchored in its
marathon sponsorships, and complements TCS' new brand direction. Using
marathon supporters and fans as the heroes of the story, the campaign is
centered around a runner's journey and the team of individuals it takes to
turn a belief into reality.
"At NYRR, we are thrilled to extend our incredible partnership with TCS for
the next eight years," said Kerin Hempel, CEO, NYRR. "Since 2014, TCS has
helped us transform our runners' experience through technological
advancements, while also providing tremendous support of our community
programs across the five boroughs. TCS and NYRR have shared core values,
commitment to service, and passion for innovation, and I can't wait to see
what we co-create in our next chapter together."
About Tata Consultancy Services (TCS)
Tata Consultancy Services is an IT services, consulting and business
solutions organization that has been partnering with many of the world's
largest businesses in their transformation journeys for over 50 years. TCS
offers a consulting-led, cognitive powered, integrated portfolio of
business, technology and engineering services and solutions. This is
delivered through its unique Location Independent Agile™ delivery model,
recognized as a benchmark of excellence in software development.
A part of the Tata group, India's largest multinational business group, TCS
has over 500,000 of the world's best-trained consultants in 46 countries.
The company generated consolidated revenues of US $22.2 billion in the
fiscal year ended March 31, 2021, and is listed on the BSE (formerly Bombay
Stock Exchange) and the NSE (National Stock Exchange) in India. TCS'
proactive stance on climate change and award-winning work with communities
across the world have earned it a place in leading sustainability indices
such as the MSCI Global Sustainability Index and the FTSE4Good Emerging
Index. For more information, visit www.tcs.com and follow at
@TCS_News.
To stay up-to-date on TCS global news, follow @TCS_News.
About New York Road Runners (NYRR)
NYRR's mission is to help and inspire people through running. Since 1958,
New York Road Runners has grown from a local running club to the world's
premier community running organization. NYRR's commitment to New York
City's five boroughs features races, virtual races, community events, free
youth running initiatives and school programs, the NYRR RUNCENTER featuring
the New Balance Run Hub, and training resources that provide hundreds of
thousands of people each year with the motivation, know-how, and
opportunity to Run for Life. NYRR's premier event, and the largest marathon
in the world, is the TCS New York City Marathon. Held annually on the first
Sunday in November, the race features a wide population of runners, from
the world's top professional athletes to a vast range of competitive,
recreational, and charity runners. To learn more, visit www.nyrr.org.
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