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Sports Sponsorships
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TCS Sports Sponsorships: Blending Sports Technology and Sustainability
We partner with 14 of the world’s most prestigious marathons including the Abbott World Marathon Majors and drive innovation at the Formula E races. Learn more.
Related Insights
The 2026 Mexico City E‑Prix showcases the powerful TCS-Jaguar TCS Racing
alliance, highlighting their shared commitment to sustainability and
innovation.
Events
22 Dec 2025
Innovation and technologies like AI and digital twin have taken running from mud to digital hearts, maximizing potential and teaching us how to save lives.
Article
12 Dec 2025
The event will showcase the partnership between TCS and Jaguar TCS Racing and our commitment to shaping the future of mobility through innovation and technology.
Events
17 Nov 2025
Highlights
- As the title sponsor of the 2024 TCS Amsterdam Marathon, we believe that technology will have a major impact on future performances.
- Technological advancements in footwear, temperature-regulating clothing, and wearable tech will lead to further improvements in sports.
- Digital twin technology will transform how elite athletes train, compete, and manage their health while demonstrating the power and potential of personalized health and wellness for the public.
Running Towards the Future
The race is on for a sub-two-hour official marathon, and technology is playing a significant role in enhancing athlete performance.
As the title sponsor of the 2024 Amsterdam Marathon, Tata Consultancy Services (TCS) believes technology will have a major impact on future performances.
From the first ever race that Pheidippides ran from Marathon to Athens around 400 AD, to announce victory to the first modern Olympic marathon of 1896, and the 2024 TCS Amsterdam Marathon, the race has witnessed constant innovations leading to better results.
Tech Impact
The impact of technology on sport is already being felt.
Only months before Kelvin Kiptum sadly passed away, he set the men’s marathon world record by completing the 2023 Chicago Marathon in 2:00:35, beating the record set by fellow Kenyan long-distance runner Eliud Kipchoge in 2022 by 34 seconds.
TCS sees a growing trend of faster times for elite athletes and everyday runners with the help of Digital twins of vital organs such as the heart, skin, and nose. These digital copies can provide simulations for stress tests, optimal airflow, and hydration. Digital twin technology will transform how elite athletes train, compete, and manage their health while demonstrating the power and potential of personalized health and wellness for the public.
Swipe LeftSwipe RightTechnology and innovation are going to change sports forever. The digital twin heart, for example, represents a significant leap forward in the integration of technology, sports science, and healthcare. I’m proud that TCS is at the forefront of these developments. Together, we will run the future.
JOSU DEVASIA
Country Head, TCS Netherlands
Digital twin heart
The future is now. In 2023, Boston Marathon champion and two-time Olympian Des Linden received a digital version of her heart designed by TCS.
This digital copy of her heart intended to optimize her athletic performance and deliver personalized healthcare.
Here are some of the most pioneering features of the digital twin technology:
- Real-Time Monitoring: A digital twin heart can continuously monitor cardiovascular parameters, including heart rate, blood flow, and oxygen levels, providing instant feedback during training and competition. This real-time data empowers athletes to make informed decisions about their training, recovery, and race strategy.
- Simulations: A digital twin heart enables endless simulations with various training scenarios. By training in the digital world, an athlete can prepare for peak performance in the real world regardless of race day conditions.
- Personalized Healthcare: The digital twin heart represents the convergence of sports science and personalized medicine. The insights gathered from a person’s digital twin heart can allow the development of individual healthcare interventions and treatment plans.
“At TCS, we are very passionate about sports and about technology that enhances human performance and promotes a healthy lifestyle,” says Josu Devasia, Country Head, TCS Netherlands.
Related reading
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Sports Sponsorships
Europe
TCS Lidingöloppet 2025: Running in a Data-driven Era
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12 Dec 2025
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Australia & New Zealand
Sports Sponsorships
Meet Charlie Maher: First Nations Runner at TCS Sydney Marathon 2025
Article
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20 Aug 2025
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3/4
Running Smarter: Digital Tech Empowers Athletes at TCS Sydney Marathon
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20 Aug 2025
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TCS Lidingöloppet: 3 Expert Training Tips to Become a Better Runner
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18 Aug 2025
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Visit the TCS Amsterdam Marathon page
Learn more about how TCS is focusing on tech and innovation to enhance the marathon experience for participants and spectators.
Learn more