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Sports Sponsorships
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TCS Sports Sponsorship: Where Technology Meets Sports
TCS is building on its belief in sports by bringing innovation and technology to global events such as Formula E, the New York marathon, and the Mumbai marathon
Related Insights
With advanced technology and easy-to-use features, the TCS Amsterdam Marathon app enhances race experience for the participants and supporters. Download now.
Article
12 Oct 2023
Discover how marathon runners, among them TCS Futurist Bill Quinn, are using data from wearables to create digital twins of themselves, enhancing their marathon training, performance, and health.
Article
30 Aug 2024
With marathon technology and the official app, TCS went beyond borders and created new experiences for the runners and spectators of the TCS NYC marathon 2022.
video
08 Mar 2023
Highlights
- As the title sponsor of the 2023 Amsterdam Marathon, TCS believes 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 2023 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 TCS Amsterdam Marathon 2023, the race has witnessed constant innovations leading to better results.
Tech impact
The impact of technology on sport is already being felt.
Recently, Kelvin Kiptum completed the Chicago Marathon at 2:00:35, beating the record set by fellow Kenyan long-distance runner Eliud Kipchoge in 2022 by 34 seconds. This achievement highlights the potential of technological advancements in footwear, temperature-regulating clothing, and wearable tech.
TCS sees this trend growing 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. Recently, 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 will optimize her athletic performance and deliver personalized healthcare.
A digital heart encompasses a range of pioneering features:
- 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.
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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.
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