© Copyright – 2021 – Athletics Illustrated
The London Marathon and Tata Consultancy Services (TCS) have reached an agreement to become the title partner of the largest marathon and charity event in the world.
TCS signed a six-year agreement to replace Virgin Money following the 2021 running of the marathon on October 3.
TCS has been technology partner of the London Marathon since 2016, developing the record-breaking official event app in 2019 which was designed to provide participants and spectators with the fullest London Marathon experience.
TCS already sponsors several other races including the TCS Amsterdam Marathon.
In 2020, TCS updated the app to support participants in the first virtual London Marathon during the pandemic. TCS will continue to support the London Marathon in its digital growth, developing increasingly enriching and personalising experiences for participants, spectators and sponsors by harnessing the power of data, working to make the event even more accessible and inclusive, building the connections that unite communities, amplifying fundraising and inspiring activity.
Hugh Brasher, Event Director of London Marathon Events, said, “We are delighted to welcome TCS as the new title sponsor of the London Marathon from 2022. This is a landmark day in our history and we look forward to working with TCS to evolve and grow our digital reach, inspire millions more to become active, and develop opportunities to raise even more for charities. TCS has been an integral part of the London Marathon for the past five years, delivering the latest technology to enhance the marathon experience for participants and spectators. This new title partnership marks the dawning of a new era in what we can achieve together.”