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TCS adds London Marathon to distance running portfolio

IT services, consulting and business solutions organisation Tata Consultancy Services has agreed a three-year partnership with the London Marathon in a deal that will seek to enhance the digital experience delivered to participants.

The Indian firm will become the race’s official technology partner for the 2016, 2017 and 2018 events.

The London Marathon is already engaged in the use of digital technology, having announced the creation of the world’s first digital marathon in 2014. Through this endeavour, British astronaut Tim Peake is training to become the first person to run a marathon in space, during the 2016 edition of the event, which is being held on April 24.

Hugh Brasher, event director of the London Marathon, said: “Having a partner with a deep understanding of the importance of technology and how digital services can enhance customer satisfaction, will bring huge benefits to the organisation and, more importantly, enhance the marathon experience for runners and spectators.”

TCS already partners with seven of the world’s leading races, including title sponsorships of the Amsterdam Marathon, New York City Marathon and World 10k Bengaluru.