TATA CONSULTANCY Services (TCS) has become the official technology partner of the Boston Marathon for the third consecutive year.
The agreement will see TCS, specialists in consultancy, IT services and business solutions sponsor the information kiosks and tables frequented by marathon runners and spectators throughout the race weekend.
While most of the value will be provided in kind, Frontloaded estimates the cash element of the deal to be between $250,000 and $500,000.
TCS is also the exclusive information technology partner of the Bank of America Chicago Marathon and the official technology partner of the ING New York Marathon. 2012 will be the third year that TCS will participate in all three major US marathons.
Organised by rights holder the Boston Athletics Association, the Boston Marathon remains without a title sponsor, opting instead to fund the race via a group of sponsors, including adidas and local insurance firm John Hancock.
Tata Consultancy Services represents one strand of the Indian-based Tata Group, a multi-national conglomerate active, among others, in the automotive, telecommunications and energy sectors.
In February, Tata’s specialist information technology division, Tata Communications, agreed a global, multi-year deal with Formula One to become the official connectivity provider of Formula One and the official hosting and content delivery provider of Formula1.com.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG