“In a five-year partnership, TCS will aid the newly rebranded TCS Sydney Marathon to adopt advanced technologies, become more sustainable and support its candidature as an Abbott World Marathon Major,” the Tata subsidiary said in a statement.
The financials of the partnership were not undisclosed.
The TCS Sydney Marathon is part of the larger running events including four World Marathon Major races in New York, London, Chicago and Boston, alongside marathons in Amsterdam, Mumbai, Singapore and Toronto. In total, TCS now sponsors 14 global running events with participation from over 600,000 runners.
The Sydney Marathon, first held on April 30, 2000 as The Host City Marathon, was a test event for the Sydney 2000 Olympic Games. Since then, it is being held in September every year, attracting over 40,000 runners from more than 100 countries.
Among the scenic marathon courses taking in historic landmarks including the Sydney Harbour Bridge and the Sydney Opera House, the event features three races and has raised over $26.5 million for charitable organisations since its inception. This year the marathon will take place on September 15, 2024.
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“TCS will support the candidature of the TCS Sydney Marathon to the prestigious Abbott World Marathon Majors—a series that includes six of the world’s most iconic marathons – the Tokyo Marathon, Boston Marathon presented by Bank of America, TCS London Marathon, BMW BERLIN-MARATHON, Bank of America Chicago Marathon and TCS New York City Marathon. As a candidate race, the TCS Sydney Marathon must meet a series of key criteria for two years consecutively to join this esteemed group as a new member in 2025. Attaining this world-class status will increase the marathon’s economic impact on Sydney and New South Wales,” TCS statement added.“TCS has played a pivotal role in Australia as a technology provider for nearly four decades. We are proud to continue our commitment to the community with the announcement of this new partnership with the TCS Sydney Marathon. I am looking forward to engaging our clients and partners with this race, as we use our technology expertise and passion for sustainability and wellness to create an unforgettable marathon experience in the iconic setting of Sydney,” said Vikram Singh, country head Australia and New Zealand at TCS.
The partnership will pave the way for the next step in TCS’ community engagement and presence in Australia, one of its fastest growing markets. Having built one of the largest portfolios of partnerships in the field of running, TCS’ Brand value has grown to $44.79 billion in the 2024 Kantar BrandZ report, making it one of the world’s top 50 most valuable brands, it added.
