TCS is set to become one of the top spenders in running events after it spent a whopping $320 million to sponsor marathons for the next eight years. The company’s association with marathons began back in 2008 when it became a junior sponsor of the Mumbai Marathon. Since then, it has become the titleholder of six running events held in New York, London, Sweden, and Mumbai.
The New York Race, which is the largest race in the world, has been sponsored by TCS since 2014 and the US is the company’s biggest market, contributing more than 50% to its $22 billion revenues.
As the company gears up to spend around $40 million per year on marathon sponsorships from 2022 to 2029, TCS is also considering adding more marathons to its list.