Tata Consultancy Services to be London Marathon’s new title partner

Tata Consultancy Services (TCS) will take over the title partnership from Virgin Money after this year’s race on 3 October, London Marathon has announced

A six-year partnership, it will cover the 2022 to 2027 London Marathons. 

TCS has been technology partner of the London Marathon since 2016, developing the official event app in 2019, and updating this in 2020 to support participants in the first virtual London Marathon during the pandemic. As title partner, TCS will continue to support the London Marathon in its digital growth and will work to further enhance the marathon experience through the use of technology.

TCS will become the seventh title partner in the 40-year history of the London Marathon. The previous title partners were:
1981-83: Gillette
1984-88: Mars
1989-92: ADT
1993-95: NutraSweet
1996-2009: Flora
2010-present: Virgin (Virgin Money from 2013)

Amit Kapur, TCS Country Head UK & Ireland, also commented, adding:

“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.”

Hugh Brasher, Event Director of London Marathon Events, said

“We are delighted to welcome TCS as the new title sponsor 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. 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.”

Building on its success as the technology partner since 2016, TCS will continue to partner with the London Marathon in the innovative use of technology to further enhance the marathon experience and promote a healthy lifestyle. This includes further enriching and personalising experiences for all participants, spectators and sponsors by harnessing the power of data, making the event even more accessible and inclusive, building the connections that unite communities, amplifying fundraising and inspiring healthy activity.

TCS developed the record-breaking official event app that allowed participants and spectators to get the fullest London Marathon experience. In 2020, TCS updated the app to support participants in the first virtual London Marathon during the pandemic. TCS plans to use digital innovation to further enhance the event experience for all future races which will continue to be a hybrid of physical and virtual events. This year’s ambition is for 50,000 runners to take part in the mass participation event from Blackheath to The Mall, and a further 50,000 in the virtual event.

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