Tata Consultancy Services (TCS) has proven that marathon sponsorships go beyond just sports – they are a powerful business strategy that drives local economies, raises funds for charity, and enhances brand visibility globally. According to a recent Brand Finance report, TCS-sponsored marathons generated an impressive $2.25 billion for local economies in 2024 while raising $279 million for charitable causes.
TCS, a global leader in IT services and consulting, has been a prominent sponsor of major marathons for over 15 years. In fact, 10 of the marathons TCS partners with are ranked among the top 50 marathons worldwide. These include the top three races: the TCS London Marathon, the TCS New York City Marathon, and the Schneider Electric Paris Marathon. The report also highlights that the top 50 marathons collectively contributed $5.2 billion to local economies and raised $425 million for charity in 2024.
Marathons are more than just athletic events – they are significant drivers of economic and social impact. TCS has recognized this potential, and through its sponsorships, it has seen its brand value soar from $2.1 billion in 2010 to an impressive $21.3 billion in 2025. This growth is a testament to the power of aligning a brand with purpose-driven events. Notably, TCS has the highest brand consideration among marathon runners, at 67%, reflecting the deep connection its sponsorships have built within the running community.
But TCS’s involvement doesn’t stop at branding. The company has revolutionized marathon experiences with advanced technology and AI solutions. As the technology partner for many major marathons, including five of the seven Abbott World Marathon Majors, TCS has developed innovations like the digital twin heart of a pro-runner. This technology uses data and AI to help runners unlock their full potential, highlighting TCS’s commitment to advancing both the sport and the well-being of participants.
Abhinav Kumar, Chief Marketing and Communications Officer, Tata Consultancy Services said, “The Brand Finance Marathons 50 report confirms what we have seen firsthand at TCS—partnering with marathons can ignite positive change for the communities and cities that organize them. Marathons inspire movement, promote wellbeing, and strengthen communities, while bringing important incremental economic growth to their host cities. With exponential growth in the sport of running, these marathons have become a powerful force for good in our world. I congratulate all the 50 top races that stand recognized today – including 10 marathons that TCS is so proud to be a longstanding partner to. These partnerships allow us to connect authentically with clients, employees, and communities, and to demonstrate how technology can enhance the human experience—whether in helping people run better, live healthier, or build a more sustainable and inclusive future.”
David Haigh, CEO and Chairman, Brand Finance, said, “Brand Finance is interested in marathons because they sit at the intersection of many of our areas of specialization, particularly sponsorship effectiveness, sustainability, place branding, and soft power. Elite and amateur runners often share the same course, elevating the importance of brand attributes such as accessibility, sustainability, and technology. This spirit of inclusivity and the emotional impact of crossing the finish line are deeply, personally engaging for runners and spectators. For organizers, host locations, and sponsors the unique qualities of marathons present opportunities to distinguish marathon brands through strategic management and to resonate with a diverse audience. Companies like TCS and other major sponsors of marathons are clearly on the right track here.”
In conclusion, TCS’s marathon sponsorship strategy is an example of how businesses can leverage sports partnerships for economic, charitable, and brand-building benefits. With a focus on innovation, sustainability, and community impact, TCS is paving the way for the future of marathon sponsorships.
