By Barry Janoff
October 2, 2013: Information technology services and consulting firm Tata Consultancy Services, which has been a sponsor of the New York City Marathon since 2010, is moving to the head of the field with an eight-year deal that would make it the title sponsor of the race.
Financial terms of the deal, which takes effect with the 2014 event, were not disclosed.
TCS replaces ING as the Marathon's title sponsor. ING has held the spot since 2003 but is removing its alliance from this and other sports events as part of an overall corporate strategy.
The 2013 ING NYC Marathon is scheduled for Nov. 3. The race was not held last year due to the aftermath of Hurricane Sandy, which hit the New York-New Jersey area less than a week before the Marathon was scheduled to run.
New York Road Runners, which oversees the New York Marathon and numerous other race events during the year, said that TCS would also have involvement in its other events. Tata also sponsors marathons in Amsterdam, Berlin and Mumbai, where the company has its global headquarters.
Natarajan Chandrasekaran, CEO and managing director for TCS, which has its U.S. headquarters in the New York area, is an avid marathon runner.
“We are thrilled that TCS will be joining NYRR as our premier partner and title sponsor of the NYC Marathon,” Mary Wittenberg, president and CEO of New York Road Runners, said in a statement. “TCS won us over with their commitment to our sport and to elevating the health and well-being of our community, their technological excellence and their belief in the infinite potential in front of us to jointly help and inspire people through running.”
Wittenberg said that TCS would "provide support for the NYRR 5-Borough Series and key heritage events, as well as year-round youth and community-focused events and programs." She also said that TCS's increased participation would "make the New York City Marathon the most technologically advanced and socially engaged marathon in the world."
"We aspire to make the TCS New York City Marathon a more technology-enriched and socially engaged experience for all its participants and fans across the world using our core technology skills."
According to Chandrasekaran “We are delighted to be the title sponsor of the New York City Marathon from 2014. This partnership presents a great way for us to accelerate our engagement with communities in the New York area and across North America to raise awareness about health and fitness. Starting in 2014, we also aspire to make the TCS New York City Marathon a more technology-enriched and socially engaged experience for all its participants and fans across the world, using our core technology skills."