Based in India, the IT firm will sponsor the marathon starting in 2014.
The New York City Marathon has a new sponsor: Tata Consulting Services.
Known simply as TCS, the IT, consulting, and business solutions company inked a deal with New York Road Runners to serve as the race’s title sponsor for eight years starting with the 2014 race. Next year, the 26.2-mile jaunt through the city’s five boroughs will be called the TCS New York City Marathon.
The partnership officially begins Nov. 5 this year, two days after the NYC Marathon is run for the final time under the name ING New York City Marathon. ING has sponsored the race since 2003. Its 10-year contract was extended for one year after the 2012 race was canceled because of Hurricane Sandy.
ING did not want to sign another deal and broke the news to NYRR officials in July.
“We are thrilled that TCS will be joining NYRR as our premier partner and title sponsor of the NYC Marathon,” NYRR president and CEO Mary Wittenberg said in a press release. “TCS won us over with their commitment to our sport and to elevating the health and well-being of our community, their technological excellence and their belief in the infinite potential in front of us to jointly help and inspire people through running.”
TCS has been involved with the race since 2010, when it worked in a consulting role. Based in the Indian city of Mumbai, TCS designed mobile apps for this year’s NYC Half Marathon and also the full marathon.
In addition to the flagship race, TCS will sponsor several other races and events put on by NYRR.
“We are delighted to be the title sponsor of the New York City Marathon from 2014,” said Natarajan Chandrasekaran, CEO and managing director of TCS. “This partnership presents a great way for us to accelerate our engagement with communities in the New York area and across North America to raise awareness about health and fitness. Starting in 2014, we also aspire to make the TCS New York City Marathon a more technology-enriched and socially engaged experience for all its participants and fans across the world, using our core technology skills.”
NYRR released a video that introduces the new partnership.