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Why we run

Sports sponsorship is aligned with our conviction to be a true transformation partner for our clients, our communities, and the ecosystems we live and work within. Sports that promote wellbeing, like endurance running and all-electric motorsport, are natural partners for us. Every TCS sports sponsorship story emerges from the following pillars: Purpose, Technology, Sustainability.

Building better futures

  • Sponsorship
  • Tech innovation
  • Sustainability

    • Sponsorship with purpose

    Sports inspire positive change, drive innovation, and build relationships. We began sponsoring sports for a simple purpose—staying healthy. N. Chandrasekaran, our former CEO and chairman of the Tata group, ran the NYC Marathon in 2009 – it changed his life. He inspired countless people to improve their health through running, and TCS is now the foremost partner of endurance races globally.

    Technology and innovation

    TCS constantly strives for new ways to use technology to enhance sporting experiences for participants and fans alike. The TCS marathon app is a game-changer that allows spectators to track, watch, and cheer on family, friends, and elite athletes from anywhere in the world. In motorsport, we use cutting-edge technology to help the Jaguar TCS Racing Formula E team win races.  

    Sustainability

    TCS is committed to making sporting events around the world more sustainable, inclusive, and equitable. World class athletes set goals and train rigorously to maximize their potential. In the same way, we set sustainability goals with our sports partners and use the power of technology, contextual knowledge, and innovative spirit to responsibly produce events.

    TCS keeps showing up and they’re in it for the long haul. With a commitment to innovation, inclusion, sustainability, and belief, TCS is helping build a better future for our sport.
    DES LINDEN

    Two-time Olympian and 2018 Boston Marathon champion

    Related reading

    TCS London Marathon: Living by the Building on Belief Philosophy

    16 Aug 2023

    TCS New York City Marathon: Building Belief Beyond Borders

    video | 08 Mar 2023

    Tata Mumbai Marathon 2023: Feel the thrill with the marathon app

    Events | 20 Jan 2023

    TCS helps JLR transform and race toward a sustainable future

    Events | 18 Jul 2022
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    To the finish line together

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