London Marathon unveils Tata Consultancy Services as new Title Partner

08 Jun 2021

By: Sport Industry Group

London Marathon Events has announced that Tata Consultancy Services (TCS) will be the new title partner of the London Marathon, with its first edition under the new moniker taking place in 2022.

A six-year deal between the pair sees TCS become the seventh title partner of the event in its 40-year history, taking over from Virgin Money, which had been in the role since 2010. The brand initially sponsored the event as Virgin before switching its partnership to Virgin Money in 2013. 

TCS also joins the likes of Gillette, Mars and Flora as the naming sponsor of the event, and will take over the partnership after the 2021 race, which takes place on 3rd October. The final race of the deal will take place in 2027.

According to London Marathon Events, TCS - which has been the event’s Technology Partner since 2016 - will use technology to ‘further enhance the marathon experience, promote a healthy lifestyle and amplify one of the founding pillars of the London Marathon: to show the family of mankind can be united.

The deal was negotiated by London Marathon Events’ Head of Sponsorship Sales Brian Greenwood and Event Director Hugh Brasher, with TCS’s Director of Brand & Sponsorships, Europe / UK, Mark Bogaerts.

“We are delighted to welcome TCS as the new title sponsor of the London Marathon from 2022,” said Brasher.

“This is a landmark day in our history and we look forward to working with TCS to evolve and grow our digital reach, inspire millions more to become active and develop opportunities to raise even more funds for charities. TCS has been an integral part of the London Marathon for the past five years, delivering the latest technology to enhance the marathon experience for participants and spectators. This new title partnership marks the dawning of a new era in what we can achieve together.” 

Amit Kapur, TCS Country Head UK & Ireland, said: “The London Marathon was founded on the core belief that the family of mankind can be united. TCS is building innovative and impactful technology solutions to help realise this belief, and inspire people to believe in themselves. We are pleased to take on the role of title partner and lead the way in driving the future success of physical and virtual London Marathons.”

Brian Greenwood, Head of Sponsorship Sales at London Marathon Events, added: "We were really impressed by the enthusiasm shown by the TCS senior leadership in India, Europe and UK for the London Marathon. From very early on in our discussions, we all recognised there was a great strategic fit between the two organisations. Nevertheless, negotiating a long-term deal of this scale in the environment of uncertainty created by the COVID-19 pandemic was challenging.

"We are delighted, therefore, to have agreed a deal and thank TCS for its commitment and belief in the London Marathon and our values of inspiring activity during a time when confidence in mass participation events is much needed."

In its previous role as Technology Partner, TCS developed the official event app which was launched in 2019, but was updated in 2020 to support participants in the first virtual London Marathon during the pandemic - which saw a world-record 37,966 people take part in the race throughout a 24-hour window. 

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