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read moreTata Consultancy Services, a global leader in IT services, consulting, and business solutions, has announced a five year title partnership of the Sydney Marathon.
The partnership will see TCS leverage its expertise to enhance the marathon’s use of advanced technologies, sustainability, accessibility, and charitable impact while continuing to support running and wellbeing across Indigenous Australia.
The Sydney Marathon, first held in 2000, and called The Host City Marathon, was a test event for the Sydney 2000 Olympic Games. Since then, it has become an annual tradition, held in September every year, attracting over 40,000 runners from over 100 countries. It is considered one of the world’s most scenic marathon courses, taking in some of Sydney’s most spectacular and historic landmarks including the Sydney Harbour Bridge and the Sydney Opera House. The event features three races and has raised over $26.5 million for charitable organisations since its inception. This year the marathon will take place on 15th September 2024.
The TCS Sydney Marathon, presented by ASICS, is the latest addition to a deep portfolio of global running events sponsored by TCS, including four World Marathon Major races in New York, London, Chicago and Boston, alongside marathons in Amsterdam, Mumbai, Singapore and Toronto. In total, TCS now sponsors 14 global running events with participation from over 600,000 runners.
TCS will support the candidature of the TCS Sydney Marathon to the prestigious Abbott World Marathon Majors -a series that includes six of the world’s most iconic marathons – the Tokyo Marathon, Boston Marathon presented by Bank of America, TCS London Marathon, BMW BERLIN-MARATHON, Bank of America Chicago Marathon and TCS New York City Marathon. As a candidate race, the TCS Sydney Marathon must meet a series of key criteria for two years consecutively to join this esteemed group as a new member in 2025. Attaining this world-class status will increase the marathon’s economic impact on Sydney and New South Wales.
Wayne Larden, Race Director, Sydney Marathon advised “as we relentlessly pursue our goal of becoming the next Abbott World Marathon Major, we recognise the importance of partnering with industry leaders like TCS, who share our vision of excellence and community impact in sustainability, education, accessibility and health. TCS’ experience with the Abbott World Marathon Majors and other major global events provides invaluable insights that will help us to elevate the Sydney Marathon, globally.”
Abhinav Kumar, Chief Marketing Officer at TCS added “our partnership with Sydney Marathon is aligned with TCS’ commitment to be a true transformation partner for our clients, our communities, and the ecosystems we live and work within. We are proud to partner with this iconic race, not only to support its rise as a major global race– but to help it set a new standard in sustainability and in the way, technology can enhance marathons for participants and fans alike.”
TCS has received global recognition for its efforts in using technology and sports to positively impact the community. Featuring among the Top 50 most valuable brands in the world in the 2024 Kantar BrandZ Most Valuable Global Brands report, TCS’ brand value has grown by 7% in a year to $44.79 billion.
TCS has a longstanding commitment of over 35 years in this region and serves as a digital partner to most of the top 10 listed companies on the Australian Stock Exchange (ASX). TCS recently announced a partnership with the ASX to provide a next generation clearing and settlement platform. The company has operations in five locations across the country and has also been recognised among LinkedIn’s Top 25 companies to work for and as a top employer in the region by the Top Employers Institute.
Vikram Singh, Country Head Australia and New Zealand at TCS noted “TCS has played a pivotal role in Australia as a technology provider for nearly four decades. We are proud to continue our commitment to the community with the announcement of this new partnership with the TCS Sydney Marathon. I am looking forward to engaging our clients and partners with this race, as we use our technology expertise and passion for sustainability and wellness to create an unforgettable marathon experience in the iconic setting of Sydney.”
As the title partner of the Sydney Marathon, TCS will prioritise the participant and spectator experience to deliver on the marathon’s mission to foster a global community of passionate runners and promote health and fitness. TCS has launched several new initiatives to empower the next generation of runners.
The TCS Sydney Marathon goIT Challenge in partnership with the NSW Department of Education will run from 1st August to 31st August 2024. It is open to all students across NSW as well as students from around the world.
TCS Sustainathon ANZ will take place between 16th July to 6th September. It is open to university students across Australia and New Zealand.
For more information about Tata Consultancy Services (TCS), visit www.tcs.com
Image. (from left) Abhinav Kumar (Global CMO, TCS), Kelly Ryan (Head of Marketing and Communications, ANZ, TCS), Hon. John Graham (NSW Minister for Jobs and Tourism), Wayne Larden (Event Director, Sydney Marathon), Vikram Singh (Country Head, ANZ TCS)
18th September 2023 - Sydney Marathon 2023 becomes largest marathon ever held in Australia and looks to achieve World Major status
29th July 2022 - Sydney Marathon nominated as candidate for the Abbott World Marathon Majors
4th June 2024 - Standard Chartered to ensure Singapore marathon becomes even more inclusive
24th April 2024 - Inaugural Ballarat Marathon expected to inject more than $1 million into local economy
23rd April 2024 - New study ranks Great Ocean Road Marathon as world’s fifth most popular
17th April 2024 - Toowoomba Regional Council approves marathon event sponsorship
5th February 2024 - Riyadh Marathon to incorporate newly-constructed Kingdom Arena
17th December 2023 - Chinese Court imposes jail sentences on organisers of ultramarathon in which 21 competitors died
5th December 2023 - Singapore Marathon sets new benchmarks for region’s endurance racing
21st September 2023 - Singapore Marathon 2023 App enhances participant experience
29th August 2023 - Bali’s ‘Elite’ Maybank Marathon 2023 attracts active participation of over 13,600 runners
14th July 2023 - Singapore Marathon to finish at National Stadium for first time
6th July 2023 - Ballarat Marathon set for 2024 launch
29th June 2023 - Events Management Queensland veteran promoted to Race Director at 2023 Gold Coast Marathon
24th June 2023 - Gold Coast Marathon secures Chinese car exporter as major sponsor
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