Pune: Tata Consultancy Services (TCS) has signed an eight-year contract with the New York Road Runners (NYRR) to extend its title and technology sponsorship of the New York City Marathon through 2029.

This follows its announcement earlier this month that
it will become the new title sponsor of the London Marathon starting in 2022. Collectively, TCS plans to invest $30-40 million annually in global running sponsorships and related community programming from 2022 to 2029.

“We are delighted to extend our sponsorship of the TCS New York City Marathon, the foremost running event in the world,” said Surya Kant chairman of TCS North America.

As part of the sponsorship, the Tata Group company will launch a new version of its TCS New York City Marathon app that incorporates augmented reality (AR) features that became popular for virtual races during the pandemic. The new version will include features to support both in-person and virtual runners.

TCS will donate $4 million to NYRR’s youth and community programs. TCS will also develop a marathon version of its goIT STEM education contest that will challenge students to develop an app concept that promotes active lifestyles and inclusivity.

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