Tata Consultancy Service is now all set to sponsor marathons across the globe which makes them one of the highest spenders on sponsorships which amounts to a massive $320 million USD.
TCS has been sponsoring various marathons since 2008 when they were the secondary sponsors of the Mumbai Marathon. Ever since then TCS have sponsored marathons globally in major cities like New York, London and across Sweden.
TCS have also reportedly retained their sponsorship rights for the New York marathon until 2029 following which the Chief Marketing Officer of TCS Rajashree R stated “Marathon is an example of human potential and is closely related to TCS’s positioning.”
As the US is Tata Consultancy Service’s primary source of revenue which amounts to nearly 50% of their global revenue of $22 billion USD it is not surprising that TCS is also the sponsor of the world’s largest race held in New York since 2014.
In the previous month, TCS had also captured the headlines for being the main sponsor of the world’s fourth-biggest marathon which was held in London. These sponsorship deals also help the organization to improve their image and shed positivity towards itself on a global platform.
TCS will be spending a total amount of $80 million USD in the next 8 years towards their sponsorship deals.