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TCS Sports Sponsorships: Blending Sports Technology and Sustainability
Highlights
- The 2023 TCS London Marathon welcomed one of the greatest-ever line-ups of elite women.
- Our first state-of-the-art Digital Twin Heart has transformed training for marathon legend Des Linden.
- TCS helps in lifting barriers preventing women from enjoying exercise throughout their lives.
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Lifting the barriers for women in sports
We took great pride in witnessing one of the best line-ups of elite women athletes at the 2023 TCS London Marathon.
We’ve used our expertise in digital twin technology to enhance training, recovery, and performance for Boston Marathon champion Des Linden by creating the first state-of-the-art Digital Twin Heart for an ace runner.
Yet, we know that women still face barriers that prevent them from enjoying exercise throughout their lives. That’s why we’re delighted to support Des Linden’s new podcast with fellow long-distance running legend Kara Goucher to help elevate their voices and inspire more women to enjoy keeping fit. On International Women’s Day, we celebrate their sporting achievements, whether it’s an elite field or a local running club and explore the blockers to participation so that no one feels excluded from exercise.
Welcoming more women to running and sport
Sport brings people together and supports our physical and mental well-being.
However, it has long been a male-dominated environment where women have had to fight for representation. Just a few decades ago, women were prohibited from participating in events like the marathon. Ahead of International Women’s Day, we look at the progress made since and acknowledge the barriers that remain.
Women’s sports are projected to generate $1.3 billion in revenue in 2024, up 300% from 2021. Yet, women’s share of sports media coverage remains less than 15%. At TCS, we want to encourage women at all levels to feel included and represented in sport.
Celebrating the greatest-ever line-up of women athletes
At the 2023 TCS London Marathon, history was made when the women superstars of distance running competed for glory.
Ethiopia’s Yalemzerf Yehualaw was defending her title against Kenya’s marathon world record holder Brigid Kosgei and Olympic champion Peres Jepchirchir. Yet it was the Dutch marathon debutant, Sifan Hassan, who stole the show and won an extraordinary race. Despite stopping twice to stretch an injured hip and nearly colliding with a race motorbike while collecting a bottle, Hassan claimed victory in 2:18:33.
Hassan’s determination will have inspired more women to run. Elite women’s running continues to grow in popularity and talent, as evidenced by the strongest women’s field in Boston Marathon history, set for April 2024. But mass marathon events aren’t just about elite representation— they’re beacons of inclusivity. TCS is committed to encouraging more women to run and helping lower the barriers of entry for all women.
Elevating the voices of two running legends
Des Linden and Kara Goucher are American long-distance legends, who have recently started their ‘Nobody Asked Us’ podcast to share their thoughts on running and life.
As a partner of multiple marathons worldwide and champion of equity and inclusion, TCS agreed to support the podcast and elevate their voices. “It was a great partnership with TCS, working so closely with the marathons and then bringing in two female voices who’ve been in the sport in a lot of different angles,” says Des Linden.
In partnership with Des, TCS recently launched ‘Imagine the Difference’. We’ve created a digital twin of Des’ heart, enabling a new way to measure health and performance using data-driven insights.
Every day, female runners achieve extraordinary things. In 2022, we welcomed our first elite athlete, Susanna Sullivan, to Team TCS Teachers, which celebrates the transformational impact of educators. Since 2018, over 320 teachers have run the most notable marathons in three countries with Team TCS. Susanna finished in the top ten at the 2023 TCS London Marathon with a time of 2:24, despite working as a full-time math and science teacher in America.
It was a great partnership with TCS, working so closely with the marathons and then bringing in two female voices who’ve been in the sport in a lot of different angles
Helping women to be active for life
There’s still more to do to reduce barriers preventing women from enjoying exercise throughout their lives.
Research from Women in Sport found that ‘many women in midlife feel largely ignored, and this is particularly true when it comes to sport and exercise’. They have five principles to help more women enjoy exercise:
- Expand perceptions and opportunities – to help every woman find a form of exercise they love.
- Welcoming and supportive environments – activities with a non-judgemental atmosphere can support everyone, no matter their starting point.
- Built-in social support – buddies and support networks can help women ease into an activity and overcome their fears.
- Relatable role models – to help women see more people ‘just like them’ enjoying exercise.
- Make it relevant – highlight the wider benefits of better sleep, improved mental well-being, and connection with like-minded women.
These principles show the importance of welcoming and supporting one another so that no one feels excluded from exercise.
