TCS World 10K Bengaluru
Watch how Bengaluru celebrates running.
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TCS Sports Sponsorship: Where Technology Meets Sports
Highlights
- The 2023 edition of the TCS World 10K Bengaluru run held in the month of May brought together over 28,000 participants.
- A TCS-powered app used at the race brought spectators closer to the track with its virtual feature.
- Olympic champion and international event ambassador, Sanya Richards-Ross spoke about resilience and her own journey in sports as a runner, what running does to communities, and the role that technology is now playing in sports.
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Go Bengaluru!
The 2023 edition of the TCS World 10K Bengaluru, which concluded on May 21, 2023, brought together as many as 28,000 runners on the streets of Bengaluru city—India’s IT hub. It was a collective show of belief.
The run put the spotlight on former Olympic champion and international event ambassador Sanya Richards-Ross. While Kenya’s Sebastian Kimaru Sawe aced this year’s men’s 10K race, Ethiopia’s Tsehay Gemechu won the women’s title.
2023 marked TCS’ twelfth year as title sponsor of the World 10K Bengaluru. It also means that TCS has been enhancing the race experience through technology for over a decade by way of the celebrated annual event.
Tech for the win
Offering further evidence of just how technology is bringing sports closer to spectators, TCS World 10K Bengaluru 2023 app connected runners virtually using its exciting features. Prior to the race, TCS put up a stall at the Expo where the Marathon City Sprint to win game was set-up along with TCS branding and a photo booth.
Community spirit
As an event, the race went beyond running and records. It highlighted how TCS gives back to the community through social initiatives, leveraging its non-profit partnerships.
The ability to give back to the community is something Sanya emphasized as well, as she spoke about her non-profit organization in Jamaica that pulls together literacy and sports as social causes. The Olympic champion also believes social media is a fantastic means to stay connected with young athletes—another example of how technology brings together sports and community.
Being a mother herself, Sanya said she understands the importance of a woman having the right resources and support systems. Now, she is on a mission to support mothers, who she says are ‘the greatest endurance athletes ever’. She mentioned a successful running event in Atlanta that focuses on helping homeless mothers.
Of belief, resilience
Sanya also spoke about the importance of embracing failure and believing in oneself. Explaining how she bounced back after losing an opportunity to win gold at the 2018 Olympics, the celebrity athlete said she turned things around to go on and win the coveted medal subsequently.
“For me belief is everything. But you can go beyond belief and that is knowing,” Sanya said, adding: “Knowing that you deserve it, knowing you are a champion, that’s what really allows us to go out there and be our best selves.”
One of the things I love about running is that we often tie it to social causes. People get excited about coming out to run. And they do something great for themselves and for other people as well.
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