Mumbai: Tata Consultation Services (TCS) will spend as much as $ 320 million for marathon sponsors for the next eight years.
This will make it one of the top bets on the running event.
The Indian company association with a remote race format began in 2008 as a Junior Sponsor Mumbai Marathon.
Since then, he has emerged as holders of half a dozen titles held in New York, London and Sweden.
On Wednesday, TCS said he had retained the right of the title for New York Marathon until 2029.
Has sponsored the New York race, the world’s largest, since 2014.
Significantly, the US is the largest TCS market, contributing more than 50% to revenue $ 22 billion.
“Marathon is an example of human potential and closely related to the position of TCS,” said Chief Marketing Officer Rajashree R.
A month ago, he won the main slot for the London Marathon, the fourth largest.
The Marathon Association helps Indian companies improve the image and educate participants and spectators about the technological offerings.
This is a technology partner of all the events transferred.
Many customers, employees, and other stakeholders participate in this marathon, require “community participation in the places we operate”.
Besides the marathon, the company has a sponsorship deal in motorbike racing, ice hockey and golf.
“80% of our sponsor sport budget is allocated for marathons and the rest for other competitive matches,” Rajashree said.
It will spend up to $ 40 million per year to run racial sponsors from 2022 to 2029.
The company is considering adding more marathons to the list of sponsors, especially those held in North America and Europe.
Berlin and Chicago are two large marathons where it’s not a title sponsor.
TCS, part of India’s largest conglomerate group, is the second most valuable company (almost Rs 12 Lakh Crore) after Reliance Industries (RIL).
Interestingly, RIL is the biggest Indian sponsor of sporting events despite the relationship between competitive games dates back to 1920.
The story has it that when Sir Dorabji Tata, the founder of Jamsetji Tata and the Chairperson of the Tata Group, pay attention to farmer athletes, barefoot but close clocking clocking With international standards, he decided to finance the first Indian team to Oldmpics Antwerp in 1920.
For decades it has supported hockey, football, archery, tennis and cricket.
Another homegrown group that has emerged as a large sponsor of sports events is JSW, owned by Industrialist Sajjan Jindal.