HITS

IT firm Tata Consultancy Services (TCS) has been named the new title partner for the London Marathon, starting with 2022 race, and running through 2027. A technology partner of the marathon since 2016, TCS will help the event innovative using technology to enhance the marathon experience and promote healthy lifestyles, including further personalisation of the experience for participants, spectators and sponsors using data; making the event even more accessible and inclusive; amplifying fundraising, and more.

“The London Marathon was founded on the core belief that the family of humankind can be united. TCS is building innovative and impactful technology solutions to help realize this belief, and inspire people to believe in themselves,” said Amit Kapur, country head for TCS UK and Ireland. “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.”

TCS developed the official London Marathon event app, and in 2020 updated the app to support participants of the first virtual London Marathon during the pandemic. TCS plans to use digital technology for future races which will continue to be a hybrid of physical and virtual events, with 50,000 runners expected to take part in actual race from Blackheath to The Mall, and another 50,000 participating in the virtual event.

“We are delighted to welcome TCS as the new title partner of the London Marathon from 2022. 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 for charities,” said Hugh Brasher, event director of the London Marathon.
“TCS has been an integral part of the 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.”

TCS will also support runners and UK charities in raising millions of pounds leading up to and during the event, and has been a technology partner for other major marathons worldwide, including New York, Amsterdam, Singapore and Mumbai.