Tata Consultancy Services announced on Wednesday the extension of its title and technological sponsorship of the TCS New York City Marathon with New York Road Runners (NYRR) until 2029.

Earlier this month, TCS said it would be the new title sponsor of the London Marathon starting in 2022. Collectively, TCS plans to invest $ 30-40 million per year in global running sponsorships. foot and related community programs from 2022 to 2029.

New application

As part of the sponsorship, TCS will launch a new version of its TCS New York City Marathon app that incorporates augmented reality (AR) features for virtual races during the pandemic. This will include features to support in-person and virtual runners as well as surprising and delightful augmented reality experiences. Fans and athletes will be able to access real-time runner tracking, digital cheer cards and a predictor of arrival time.

Read also: TCS will be the title partner of the London Marathon

Surya Kant, President, North America, TCS, said, “We sponsor running events around 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 clients undertake. Running a marathon makes you feel like there’s nothing you can’t do. With each step, you are building on belief.

According to company insiders, Tata Sons President N Chandrasekaran’s passion for running marathons continues to shape TCS’s engagement with global marathon events.

Chandra, who was previously the CEO of TCS, had started partnering with world marathon events as the main sponsor of the Amsterdam Marathon and smaller sponsorship deals with the races in Boston, Chicago and Berlin, as well as in India.

In 2013 the big event came when TCS became the title sponsor of the New York Marathon. TCS was already providing technical services to the London event. TCS developed the official event app which gave participants and spectators the most complete experience of the London Marathon.