Tata Consultancy Services, the prominent India-based IT company, has today prolonged its title sponsorship of athletics’ New York City Marathon in a long-term deal.
The new eight-year agreement with organiser New York Road Runners runs to 2029.
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The company will remain the title and technology sponsor of the event, known as the TCS New York City Marathon, extending a relationship that dates back to 2014.
TCS used the occasion to make a commitment to invest between $30 million and $40 million a year in global running sponsorships and community programmes between 2022 and 2029.
Last month, TCS was unveiled as the new title sponsor of the London Marathon, in a six-year deal that starts in 2022.
Surya Kant, chairman, North America, TCS, said on Wednesday: “We are delighted to extend our sponsorship of the TCS New York City Marathon, the foremost running event in the world.
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By GlobalData“We sponsor running events across the world because we want to inspire local communities to live healthy and active lifestyles, and also because of the obvious parallels between marathons and the growth and transformation journeys that we help our customers undertake. Running a marathon makes you feel that there’s nothing you can’t do. With each step, you’re building on belief.”
Following the cancellation of the 2020 event due to the Covid-19 pandemic, the New York City Marathon returns with the 50th running of the race on 7 November.
