Indian information technology company Tata Consultancy Services has been the sponsor of the New York Marathon for years. The London Marathon was sponsored by financial services brand Virgin Money. But unfortunately, Virgin Money has withdrawn their association of 11 years with the London Marathon.
So, TCS which has been the technology partner of the London Marathon for the last 5 years, will now be the tittle sponsor. TCS has agreed to a six-year deal with London Marathon which will start from 2022 and continue till atleast 2027.
Hugh Brasher, event director of London’s Marathon Events, said: “This is a landmark day in our history and we look forward to working with TCS to evolve and grow our digital reach, inspire millions more to become active and develop opportunities to raise even more for charities.
“TCS has been an integral part of the London Marathon for the past five years, delivering the latest technology to enhance the marathon experience for participants and spectators. This new title partnership marks the dawning of a new era in what we can achieve together.”
“Building on its success as the technology partner since 2016, TCS will continue to partner with the London Marathon in the innovative use of technology to further enhance the marathon experience and promote a healthy lifestyle”, a company statement said.
Being the technology partner of the London Marathon, TCS updated the official event app, which was initially developed in 2019. The update enabled participants to compete virtually due to the COVID-19 pandemic.
The organisers of the London Marathon are hoping to attract a record number of 50,000 runners for this year’s London Marathon, which will be held on 3rd October from Blackheath to The Mall. They are also hoping that another 50,000 people around the world competing in a virtual race.
TCS will be the seventh title sponsor of the London Marathon in its glorious 40 years history. The previous title sponsors are Gillette, Mars, ADT, NutraSweet, Flora and Virgin Money.