Tata to become main sponsor of New York Marathon

Indian IT and business solutions firm Tata Consultancy Services has announced an eight-year deal to become the title sponsor of the New York City Marathon from 2014.

The deal with organising group New York Road Runners means TCS replaces financial services group ING in the naming category and adds the New York City Marathon to a portfolio of marathon sponsorships that includes races in Chicago, Amsterdam, Berlin and Mumbai.

ING will conclude a decade-long association with the New York Marathon at this year’s edition on November 3, with TCS’s year-round partnership commencing two days later.

TCS has been a technology consulting partner of NYRR since 2010 and will create a new app for the 2013 marathon, which will include training tips, information on the event and allow participants to track runners and receive race results.

Additionally, TCS will sponsor NYRR’s five major borough events, which include the New York Mini 10K, the Fifth Avenue Mile and the Midnight Run, while collaborating with the organisers on a range of youth, community and health initiatives.