London Marathon Events has revealed Tata Consultancy Services (TCS) as its new title partner of the London Marathon.
The global IT services, consulting and business solutions organisation will take over the title partnership from Virgin Money after the 2021 race on October 3 with a new six-year partnership covering the 2022 to 2027 sporting events. A key part of TCS’s new role will be to use technology to further enhance the marathon experience.
TCS has been the technology partner of the marathon since 2016, developing the 2019 official event app, which was designed to provide participants and spectators with the fullest London Marathon experience yet. In 2020, TCS updated the app to support participants in the first virtual London Marathon during the pandemic.
TCS will continue to support the sporting event in its digital growth, developing increasingly enriching and personalising experiences for participants, spectators and sponsors by harnessing the power of data, working to make the event even more accessible and inclusive, building the connections that unite communities, amplifying fundraising and inspiring activity.
Hugh Brasher, event director of London Marathon Events, said: “We are delighted to welcome TCS as the new title sponsor of the London Marathon from 2022. 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 funds 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.”
Amit Kapur, TCS country head UK and Ireland, said: “The London Marathon was founded on the core belief that the family of mankind can be united. TCS is building innovative and impactful technology solutions to help realise this belief, and inspire people to believe in themselves. We are pleased to take on the role of title partner and lead the way in driving the future success of physical and virtual London Marathons.”
TCS will become the seventh title partner in the 40-year history of the event. The previous title partners were Gillette, Mars, ADT, NutraSweet, Flora, Virgin and Virgin Money.