TCS has been a technology partner of the London Marathon since 2016, and now as title partner, it will continue to improve the marathon experience with the use of technology.
As title sponsor the company will be responsible for personalising experiences for participants, spectators and sponsors, making the event more inclusive, and amplifying fundraising activity. The company will also support runners and UK charities in raising millions of pounds at the world's biggest single-day annual fundraising event.
TCS has also recently launched the official London Marathon app with which it plans to enhance the event experience for future races, which will continue to be a hybrid of physical and virtual events. This year's race is likely to witness about 50,000 participants and a further 50,000 in the virtual event.
“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 realize this belief, and inspire people to believe in themselves,” Amit Kapur, country head, TCS UK & Ireland said. According to Kapur they happy to be associated with the event as the title sponsor this time. “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,” Kapur said.
The Tata Group company is among the largest recruiters of IT talent in the United Kingdom and has a track record of working with major marathons in the world, including in New York, Amsterdam, Singapore, and Mumbai.
Meanwhile, speaking about TCS being named as title sponsor, Hugh Brasher, event director, London Marathon said, “TCS has been an integral part of the 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.”