When a company opts to sponsor a major event, it typically aims to enhance brand awareness among a wide range of consumers for its products. In 2013, TCS, the technology services division of the Tata Group—an extensive Indian conglomerate that is relatively unknown in the U.S.—caught attention by announcing its title sponsorship of the New York City Marathon. The move seemed unexpected since TCS provides services to businesses rather than individual consumers and is not directly involved in the running industry.
On the brink of the tenth anniversary of its first race under this sponsorship, which has been extended through 2029, TCS’s Chief Marketing Officer, Abhinav Kumar, claims the initiative has been highly successful. “It’s a phenomenal event for engagement,” Kumar stated in an interview with Fortune, conducted via Zoom from his office in Brussels. He referenced a statistic from Brand Finance, suggesting that TCS’s brand value has surged to $19.2 billion, nearly nine times higher than in 2010, largely due to increased brand recognition.
Initially, TCS was already sponsoring races like the Mumbai marathon, where it is based, and the Amsterdam marathon, apart from supporting other sports events like cricket. However, the company decided to focus its efforts solely on road racing. Currently, TCS sponsors 15 road races globally, with marathons making up the majority. It holds the title sponsorship at most of these events but serves as a technology sponsor for the Chicago and Boston marathons.
By concentrating its sponsorship budget on one sport, TCS aims to achieve more consistent marketing visibility throughout the year, as opposed to disparate events. While not a typical running brand like New Balance, Brooks, or Nike, TCS strategically enhances its visibility with the objective of reaching as many people as possible. The New York City Marathon, noted as the world’s largest, boasts over 50,000 finishers and attracts hundreds of thousands of spectators along its 26.2-mile course through New York’s five boroughs.
According to Kumar, TCS’s industry and products are somewhat invisible, making the focus on running crucial to reaching a broad audience of executives. The running events enable TCS to engage with approximately 4,000 business executives. Moreover, there is a notable rise in participation in running and fitness within the corporate sector.
Beyond just placing its name on events, TCS has actively contributed to the marathons it sponsors. For instance, TCS developed an app for athletes and spectators for the 2014 New York marathon. Over time, this app has evolved to include live broadcasts, available in 150 countries, thus bringing the race to new global audiences.
Recently, TCS has explored augmented reality and developed the first digital heart of a professional runner, Des Linden. This digital twin technology allows athletes to assess their health and performance, aiming to enhance training and potentially help break the two-hour marathon threshold. This innovative sponsorship aspect also serves as a platform for TCS to demonstrate its technology to potential clients, including those in healthcare and medical device industries.
Despite the high costs associated with sponsorships, TCS is selective with its endorsements, targeting large events in key cities where it has a significant business presence. TCS’s involvement in the running space is partly attributed to its former CEO N. Chandrasekaran, who embraced running post-health scare. Encouraging health and wellness, TCS introduced an app for its employees, leading to over 200,000 of its 600,000 employees participating in various running events.
This commitment to wellness has become an integral part of TCS’s corporate identity, fostering a culture of health and fitness within the company, as described by Kumar.
