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TCS Sports Sponsorships: Blending Sports Technology and Sustainability
Highlights
- Digital technology has not only elevated the race experience of runners and spectators but also enhanced athletic performance.
- The TCS London Marathon organisers plan to reach their net zero target by 2024 using an app to measure and reduce the event's carbon footprint.
- Improve your running with AI. It can see your movements as you run and give you instant coaching advice through your headphones to improve your technique.
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Enhancing your race experience with technology
From the smart watch on your wrist to the foam (or carbon plate) in the sole of your trainers, as a runner, you’re surrounded by innovative technologies.
In the lead-up to World Innovation Day on Friday, February 16, we’re looking at how TCS has leveraged digital technologies to power amazing sporting experiences for runners and spectators, enhance athletic performance, and even advance personalized healthcare.
The TCS London Marathon in your pocket
We developed the TCS London Marathon Official App in 2016.
It has transformed how everyone experiences the event—whether they’re running in London, competing virtually (MyWay), or cheering from the pavements. Not only does the app contain all the information you need about the route and the TCS London Marathon Running Show, but it also brings you expert tips and advice to keep your training on track. The 2023 edition of the app was downloaded over 540,000 times.
Now, because of the app, thousands more people can take part virtually through MyWay. It brings everyone together in a shared experience, wherever they are, and enables participants to log the 26.2-mile journey and earn their coveted finisher's medal.
The app has also made the event more accessible for your friends and family too. They can track you along the route and keep an eye on your pace, so they can get to where they need to be in time to give you a well-deserved hug and high-five!
Boosting your belief
You’re heading to the start line of the TCS London Marathon because you believe in yourself.
In 2022, we introduced Belief Boosters, so your friends and family can send you inspiring messages through the app to encourage you and show how proud they are of you.
Last year, supporters sent over 223,000 belief booster messages to their loved ones running the race. They are also sent to all participants in a post-race email, so you can reflect on your amazing achievement.
Using technology to improve social and environmental impact
London Marathon Events (LME) is striving to reach net zero carbon emissions across its operations by 2024.
This year, LME will use the ReScore app to measure and reduce their carbon footprint. We developed the app for the Council for Responsible Sport, and LME will use it to report, verify, and certify against their sustainability standards. ReScore enables complete transparency to help race organisers deliver positive social and environmental change.
Bringing smart medals to Amsterdam
Finishing a marathon is an incredible feeling and we wanted participants to be able to share the story behind their run with friends and family.
At the TCS Amsterdam Marathon in 2019, we began partnering with Smart Medal to give every finisher a personal multimedia reminder of their experience. Smart Medal uses image recognition to scan a physical finisher’s medal and provide stats and photos from their run, which they can share on social media. They can also keep it forever within their digital trophy cabinet.
A coach who’s with you every step of the way
Wearable devices provide runners with more data than ever before.
At TCS, we’ve been collaborating with Racefox in the Netherlands to use AI -technology to ‘see’ your movements as you run and give you instant coaching advice through your headphones to improve your technique—all in real-time. And, because running is a great way to achieve a healthy lifestyle, we have developed voice-based exercises that anyone can try. The Racefox TCS Frequency test takes just 10 minutes; you’ll receive feedback on your running frequency and pace, as well as tips for your future training.
As title partner, we’ll continue to innovate to make the TCS London Marathon more sustainable, inclusive, and accessible, and find new ways to use technology to enhance the sporting experience.