We began sponsoring marathons in 2009 with a simple purpose – to celebrate running’s positive health impacts and the human connection it fosters. Today, we partner with 14 of the world’s most prestigious marathons and running events. We know that the qualities needed to run a marathon are also required to run a successful, long-lasting business: focus, determination, perseverance – and increasingly, technology.
The inaugural Brand Finance ‘Marathons 50 2025’ report revealed that marathons sponsored by TCS generated a $2.25 billion impact on their local economies in 2024 while raising $279 million for charitable causes.
TCS constantly strives for new ways to use technology to enhance sporting experiences for participants and fans alike. TCS’s Future Athlete Project created digital twins of runners’ hearts with the goal of helping them better understand how their bodies perform under various conditions, identify potential health risks, and tailor their training accordingly to optimize race-day.
TCS is committed to making sporting events around the world more sustainable, inclusive, and equitable. We set sustainability goals with our sports partners and use the power of technology to responsibly produce events. TCS developed ReScore, an app that enables sporting event organizers to measure, report, verify, and certify against rigorous sustainability standards.
We began sponsoring sports for a simple purpose—to stay healthy and agile; to nurture passion, determination, and resilience. We apply the same principles to help organizations keep pace with change and become perpetually adaptive.
