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Tata Consultancy Services to Build a New Data Platform to Deliver Enhanced Personalised Experiences for All Participants, Spectators and Sponsors by Harnessing the Power of Data

LONDON | MUMBAI, December 17, 2020: Tata Consultancy Services (TCS), (BSE: 532540, NSE: TCS) a leading global IT services, consulting and business solutions organisation, announced an expanded partnership with London Marathon Events to create a new, unified data platform, which will enable personalised experiences for the athletes, spectators, charities and sponsors.

London Marathon Events is the organiser of the Virgin Money London Marathon, the world’s greatest marathon, and many other events including The Vitality Big Half, Prudential RideLondon, the Vitality London 10,000, the Vitality Westminster Mile, and Children with Cancer UK Swim Serpentine. Over the last 40 years, it has collected invaluable data on multiple events, athlete performances, running records and other special moments, which could be used to create unique experiences. However, this information has historically been stored in multiple silos, limiting access and insight.

As part of the expanded partnership, TCS will design and implement a new data lake, built on Microsoft Azure Cloud, to unify all data silos, allowing London Marathon Events to instantly access its data by making it searchable, and enabling the delivery of valuable insights and analysis to improve the experience of all participants. The goal is to personalise campaigns across events and provide London Marathon Events with visualisation tools to take real-time decisions and to make it safer for people to participate. This will help achieve the organisation’s vision of ‘Inspiring Activity’ by increasing and diversifying participation in its events and creating a more engaging and enhanced participant experience.

Technology already has a central role to play in physical activity and partners like TCS are crucial in making our vision of inspiring activity a reality,” said Steven Foster, Director of Transformation, London Marathon Events.We were hugely impressed by TCS’ work on the official app for the 2020 Virgin Money London Marathon. We knew TCS was the ideal partner for us due to the team’s extensive experience in creating forward-thinking data strategies for organisations like ours.”

We have a proven track record of supporting the running community, whether that’s through our long-time sponsorship of marquee running events throughout the UK and Europe, our record-breaking Virgin Money London Marathon companion app, or our global #ThisRunUnitesUs campaign to keep our community moving throughout lockdown,” said Carol Wilson, Head of Communications, Media and Information Services – UK and Europe, TCS. “We are delighted to work with London Marathon Events to help them create bespoke experiences with personalised analytics for each individual stakeholder.”

About Tata Consultancy Services Ltd (TCS)

Tata Consultancy Services is an IT services, consulting and business solutions organization that has been partnering with many of the world’s largest businesses in their transformation journeys for the last fifty years. TCS offers a consulting-led, cognitive powered, integrated portfolio of business, technology and engineering services and solutions. This is delivered through its unique Location Independent Agile delivery model, recognized as a benchmark of excellence in software development.

A part of the Tata group, India's largest multinational business group, TCS has over 453,000 of the world’s best-trained consultants in 46 countries. The company generated consolidated revenues of US $22 billion in the fiscal year ended March 31, 2020, and is listed on the BSE (formerly Bombay Stock Exchange) and the NSE (National Stock Exchange) in India. TCS' proactive stance on climate change and award-winning work with communities across the world have earned it a place in leading sustainability indices such as the Dow Jones Sustainability Index (DJSI), MSCI Global Sustainability Index and the FTSE4Good Emerging Index. For more information, visit us at

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