2022 TCS Toronto Waterfront Marathon
Watch the excitement unfold at Toronto.
1 MINS WATCH
Industry
- Sports Sponsorships
TCS Sports Sponsorship: Where Technology Meets Sports
Highlights
- TCS is the official title sponsor and technology provider of the Toronto Waterfront Marathon until 2026.
- Over 21,000 runners hit the streets of Toronto on October 16, 2022.
- TCS pledged to donate up to 32,000 person hours toward developing the technology that will help the TCS Toronto Waterfront Marathon become the most sustainable race in Canada.
In this article
It's back, and how
The Toronto Waterfront Marathon was back in 2022 after a three-year hiatus, and the anticipation and excitement were there for everyone to see. TCS is the marathon’s new title sponsor and technology partner until 2026.
The official race app is a big part of every TCS-sponsored marathon, and it was no different at the 2022 TCS Toronto Waterfront Marathon. TCS’ race app enabled runners to check their results and click selfies for social media sharing. There was something in it for supporters, too—they could watch the event live and locate participants on the course. In partnership with Canada Running Series, TCS pledged to improve the marathon experience while keeping sustainability at the forefront.
Spectators went paperless by creating digital cheer cards and sharing messages on social media. The Sustainability Scorecard feature allowed runners and fans to calculate their environmental impact by measuring a broad range of environmental factors related to the marathon. One can safely assume that the app’s benefits resonated with participants and ringside supporters alike, given that it was downloaded over 30,000 times and gathered over 154 million media impressions.
An eye on the future
The race weekend officially began at the expo, which included the goIT Challenge. goIT is a signature TCS initiative to capture the work of the student community in STEM areas of study. The goIT challenge saw students introduce prototypes of apps that would help improve the sustainability of cities. While all presentations were impressive, GoTO—an app designed to reduce waste and promote a cleaner Toronto—was selected as the winner.
Get set go
The 5K run began at 8 am, with participants starting from Lakeshore’s Ontario Place. An hour later, the 21K and 42K races kicked off from near the TCS offices downtown. Countless spectators gathered at the TCS-painted black, pink, and white streets to cheer for their loved ones.
The 2022 TCS Toronto Waterfront Marathon hosted a number of international athletes. Ethiopia’s Yihunilign Adane, with a finish time of 2.07.18, topped the male runner’s list, while Kenya’s Antonina Kwambai was the first female to cross the finish line at 2.23.20.
This is Team TCS
The employees from TCS Canada mirrored the excitement of the participants. From greeting expo guests to handing out water along the course and distributing medals at the finish line, the TCSers stepped up. Some even signed up to volunteer and walk or run the 5K. The marathon included several other events, such as launching the official ASICS race T-shirt and unveiling the medal designs.
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