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Sports Sponsorships
TCS Sports Sponsorships: Blending Sports Technology and Sustainability
Highlights
- This year’s TCS Amsterdam Marathon raised a record-breaking €1,122,370 for groundbreaking cancer research.
- TCS demonstrates a commitment to bringing technological innovation to every stride, including momentous sporting events.
- TCS is excited to bring the same determination, teamwork, and confidence to the upcoming event later this year.
On this page
Relive the moments, reflect on the achievements
The TCS Amsterdam Marathon 2023 marked a significant milestone for the 47,000 runners from across the globe who had gathered for this fantastic event.
As we look back at the 2023 event, it’s time to relive those moments that demonstrated the transformative power of belief, echoing in each stride, each cheer, and every supportive gesture. The resilience and determination of each participant reinforced the inroads we can make when we unite and believe in our abilities.
On race day, we welcomed Sofyan Mbarki, Deputy Mayor of the City of Amsterdam and Dafne Schippers, the renowned Dutch track and field athlete, to the TCS Amsterdam Marathon. The guests of honour were greeted by Sapthagiri Chapalapalli, Head of TCS Europe and Josu Devasia, Country Head, TCS Netherlands. They witnessed the first and final moments of the marathon at the Amsterdam Olympic Stadium.
What a race it was! Ethiopia's Meseret Belete and Kenya's Joshua Belet won the TCS Amsterdam Marathon, with Belete finishing in 2:18:21 and Belet in 2:04:18. Both athletes ran their personal bests and achieved the third fastest winning times in the history of the event. Dutch runner Anne Luijten surprised all by shaving over 4 minutes off her personal record to finish 10th with a time of 2:26:35 and qualify for next year’s Paris Olympics. Another Dutch athlete Khalid Choukoud finished 9th in 2:08:36—his fastest marathon yet, but seconds short of Olympic qualification.
Revolutionising professional running
As a proud sponsor, TCS demonstrates a deep commitment to bringing technological innovation to every stride in business and in everyday life, including momentous sporting events.
We revolutionise the world of professional running by creating digital twins of athletes’ hearts to boost their performance. At the same time, we’re enriching the spectator experience through our intuitive marathon application, fostering a dedicated connection between runners and enthusiasts.
At this year’s TCS Amsterdam Marathon, we took a moment to look back at the journey from Pheidippides’ first run to the modern-day marathon, appreciating the constant evolution and pursuit of improvement. TCS captured this journey in a video generated by artificial intelligence. The footage was shown on a big screen at the Marathon Expo venue and was shared online. In partnership with event organiser Le Champion, TCS also launched ‘Marathon Runner’, an online game designed to increase engagement leading up to race day.
Record-breaking fundraising
The 2023 TCS Amsterdam Marathon raised €1,122,370 for pioneering cancer research.
Over the past thirteen editions, the total funds raised for cancer research have reached more than €4 million. The money has been made available to the Amsterdam UMC Cancer Center Amsterdam (CCA) through KWF (Dutch Cancer Society). Marathon participants, including some 2,000 TCS customers, employees, and partners, had the choice of either making a voluntary donation when registering, or setting up their own page on the KWF ‘Run Against Cancer’ website to attract financial sponsors.
At the Amsterdam Olympic Stadium, Josu Devasia of TCS and René Wit of Le Champion presented the donation to Geert Kazemier of Amsterdam UMC.
Gratitude
As we look back at last year’s TCS Amsterdam Marathon, we're filled with a deep sense of gratitude.
A sincere thank you goes out to the enthusiastic volunteers and spirited runners, whose belief and dedication played a key role in the success of this event.
TCS looks forward to bringing the same tenacity, camaraderie, and belief to the event this year. We hope to see you all at the TCS Amsterdam Marathon 2024, to be held on October 20.