The New York Road Runners and Tata Consultancy Services have inked an eight-year partnership, with TCS designated as the title sponsor for the long distance athletic event, the New York City Marathon.
Beginning in 2014, the race is to be called the TCS New York City Marathon and is a part of a year-round premier partnership between TCS and New York Road Runners (NYRR) to support key heritage events, as well as youth and community-focused events and programmes, starting November 5.
The new global partnership is built on a shared commitment to elevating the health and well-being of individuals. The goal is to make the New York City Marathon the most technologically advanced and socially engaged marathon in the world.
A marathoner himself, Natarajan Chandrasekaran, CEO and Managing Director of TCS said, "the partnership would help us project the awareness and understanding of the TCS brand and its values beyond our core audiences and into the communities where we operate".
NYRR unveiled the new logo for the 2014 Marathon with TCS. The Indian corporate has been a technology consulting partner for NYRR since 2010. It previously developed mobile apps for the 2013 NYC Half and is to create a new app for the 2013 Marathon, helping participants track runners and receive race results, information on the event, and tips for training.