When Indian tech giant TCS, a branch of the massive Tata Group, announced its title sponsorship of the New York City Marathon back in 2013, it raised eyebrows.
A business-to-business tech company sponsoring a massive public event? It seemed like an unlikely pairing. Yet, on the tenth anniversary of this strategic partnership, TCS CMO Abhinav Kumar reflects on its undeniable success.
Ranking as a top-tier global brand, TCS’s value has soared to $19.2 billion, nearly nine times its 2010 worth, largely attributed to increased brand recognition, according to Brand Finance. Kumar attributes this impressive growth, in part, to their strategic realignment of sponsorship dollars. While TCS previously dabbled in various sports, they realized the power of focusing on a single domain. This shift led them to anchor their efforts in running.
Today, TCS is a dominant force in the world of marathons, sponsoring major events in New York, London, Toronto, Sydney, and many other cities. As a title sponsor for most of these races, TCS leverages this concentrated investment to maximize brand visibility throughout the year. this approach resonates with their target demographic: business executives.Kumar points out that running enjoys immense popularity among professionals, offering TCS a direct line to this influential consumer segment.
Going beyond simple brand exposure, TCS utilizes its technological prowess to enhance the marathon experience. From developing a dedicated mobile app that tracks runners and engages spectators to pioneering live broadcasting capabilities, TCS has transformed the New York City Marathon into a technologically advanced event, reaching audiences in 150 countries.
Pushing the boundaries of innovation even further, TCS created a groundbreaking digital twin of renowned marathoner Des Linden. This cutting-edge technology allows for real-time health and performance monitoring, with the ultimate goal of potentially breaking the elusive two-hour marathon barrier. This not only showcases TCS’s technological capabilities but also opens doors to collaborations with healthcare providers and medical device manufacturers.
For TCS, marathon sponsorship is about more than just brand visibility—it’s about creating engaging experiences that resonate with both employees and potential clients. Across the globe, TCS has fostered a culture of health and wellness amongst its 600,000 employees, with over 200,000 embracing running. While Kumar himself isn’t a runner, he acknowledges the profound impact this initiative has had on the company’s identity.
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Interview between Time.news Editor and TCS CMO Abhinav Kumar
Time.news Editor: Thank you for joining us, Abhinav. It’s hard to believe that it’s been ten years since TCS first became the title sponsor of the New York City Marathon. When the partnership was initially announced, many were surprised. What was your vision at that time?
Abhinav Kumar: Thank you for having me! Back in 2013, our goal was to reframe how TCS was perceived in the market. While we were a leading tech company, we realized that our brand needed to connect more deeply with consumers. The NYC Marathon provided a unique platform to showcase our commitment to innovation while engaging a demographic that matches our target — business professionals who resonate with the values of determination and excellence.
Time.news Editor: You mentioned a shift in strategy where TCS moved away from sponsoring various sports to focusing on running. Can you explain what prompted that change?
Abhinav Kumar: Absolutely. We came to understand the immense impact of concentrated investments over fragmented ones. By honing in on running, we not only enhanced our visibility but also created a consistent narrative around our brand. Running, particularly marathons, has universal appeal and is a significant activity for many business executives, making it a perfect fit for TCS.
Time.news Editor: The results speak for themselves, with TCS’s brand value soaring to $19.2 billion. How much of this can you attribute to the marathon partnership?
Abhinav Kumar: The NYC Marathon has undoubtedly played a significant role in our remarkable growth. The strategic alignment of our sponsorship dollars, fostering brand recognition and loyalty through continuous engagement, has been key. It’s not just about the event itself; it’s about building a community and being part of something larger than ourselves.
Time.news Editor: Beyond brand visibility, TCS has integrated technology into the marathon experience. Can you elaborate on some of the innovations you’ve introduced?
Abhinav Kumar: Certainly! We’ve developed a dedicated mobile app that tracks runners, engaging spectators and providing real-time updates. This innovative approach has transformed the NYC Marathon into a more interactive experience. We’ve even pioneered live broadcasting capabilities, ensuring the event reaches audiences in 150 countries, which creates a global community of marathon enthusiasts.
Time.news Editor: That’s impressive! I heard about the digital twin you created of marathoner Des Linden. How does that project fit into TCS’s broader vision?
Abhinav Kumar: The digital twin is a groundbreaking initiative that enables real-time health and performance monitoring. This project not only showcases our technological capabilities but also serves a greater purpose — exploring the potential to break the two-hour marathon barrier. The insights we gather can lead to exciting partnerships with healthcare providers and medical device manufacturers, pushing the boundaries of technology in sports and health.
Time.news Editor: You’ve clearly identified a niche that resonates with your target audience. Looking to the future, what’s next for TCS and its role in the marathon space?
Abhinav Kumar: We intend to keep innovating to improve not just the experience for runners and spectators, but also the technology behind marathons. Our goal is to invest in more tech-driven initiatives that can enhance performance and safety, fostering a healthier lifestyle. We’re committed to our partnership and can’t wait to see how we can evolve together in the next ten years.
Time.news Editor: Thank you, Abhinav, for sharing your insights. It’s exciting to see how TCS is not just sponsoring events but innovating and enhancing the entire marathon experience.
Abhinav Kumar: Thank you! We’re excited about the road ahead and look forward to engaging more with the marathon community!