When Tata Consultancy Services (TCS) first explored marathon sponsorship in 2008, it was simply one strand in a wider sports marketing strategy that included cricket, Formula 1, and cycling. Yet over the next decade, running transformed from a peripheral play into a defining pillar of the company’s global brand positioning.
The shift wasn’t accidental. As TCS’ Global Chief Marketing Officer, Abhinav Kumar, has shared in industry analyses, the company made a deliberate decision to focus its sponsorship portfolio on events that aligned with its brand values and global business footprint. Marathons offered a perfect blend — international reach, diverse audience demographics, community engagement, and an association with endurance, precision, and personal achievement.
From Experiment to Flagship Strategy
TCS began with a handful of partnerships, but its presence has since expanded to include title sponsorships of some of the world’s most prestigious marathons, including the TCS New York City Marathon and the TCS London Marathon. These events are not just logo placements — they are immersive branding opportunities.
Through tech integrations such as official race apps, real-time tracking, and data-driven fan engagement tools, TCS has positioned itself not as a passive sponsor but as an active enabler of the marathon experience. This technology-driven involvement reflects the company’s core identity and subtly communicates its capabilities to a global audience of decision-makers, tech adopters, and fitness enthusiasts.
Why Marathons Work for TCS
Unlike high-adrenaline sports that thrive on spectacle, marathons build narratives around human effort, resilience, and community — values that align with a consultancy’s emphasis on long-term partnerships and sustained performance. The sport’s inclusivity also opens doors to employee engagement programs, corporate wellness initiatives, and B2B relationship-building in multiple geographies.
For TCS, this isn’t just sponsorship. It’s strategic brand architecture in motion, allowing the company to build consistent, culturally resonant touchpoints with its stakeholders worldwide.
Lessons for Global Brands
From a strategic consulting perspective, TCS’ marathon pivot offers key takeaways for brands evaluating their sports sponsorship portfolios:
- Niche Dominance vs. Broad Coverage – By owning a category (global marathons), TCS gained more brand equity than by spreading resources thin across multiple unrelated sports.
- Authentic Brand-Sport Alignment – Choosing a sport that mirrors corporate values makes messaging more believable and sustainable.
- Technology as Differentiator – Adding genuine value to the fan and athlete experience builds deeper, longer-lasting brand associations.
- Global-Local Hybrid Approach – Marathons happen in cities worldwide, enabling consistent brand presence while adapting to local cultures.
This model is replicable for brands aiming to dominate a niche sport or event series while reinforcing their corporate identity.
365247 Consultancy: Turn Sponsorship into Strategy
At 365247 Consultancy, we help companies move beyond logo exposure to craft sports partnerships that deliver measurable business impact. Whether you’re considering a long-term association like TCS or want to test high-growth sports markets, we design strategies that align with your brand values, operational goals, and audience engagement needs.
Let’s build your next winning sponsorship strategy. Let’s talk.
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