Apr 19, 2010 at 03:30 PM
written by

Tata Consulting Looks to Leverage Marathon Deals

India's largest I.T. services provider, Tata Consulting Services (TCS), is running head first into the U.S. market. The firm has launched a new sponsorship platform around marathons, signing two-year deals with today's Boston Marathon, the Bank of America Chicago Marathon (October 10th) and the ING New York City Marathon (November 7th).

TCS will be the official technology partner of the Boston Athletic Association and the 2010 Boston Marathon, in an agreement that features a presence at the Marathon and the three day John Hancock Sports and Fitness Expo.

"Wellness is an important concept for communities and individuals in today's world. We are very committed to supporting healthier communities At TCS, we actively encourage our employees and their families to make fitness and wellness a part of their lives. This not only helps them have a balanced work life, it also creates higher energy and a feeling of well being at the workplace," said N Chandrasekaran, CEO and MD, TCS.

The partnerships are part of a marketing campaign designed to expand awareness and visibility of TCS within the U.S. and in other important markets around the world, such as India where TCS is a sponsor of the Mumbai marathon.

Closer to home, TCS will serve as the official technology partner for the ING New York City Marathon. As part of their two-year deal, TCS will provide guidance to New York Road Runners on enhancing its IT capabilities for increased interactivity across its various digital properties, including the ING NYC Marathon website and registration and scoring databases.

"Our participation in these sports sponsorships is specifically designed to expand TCS' overall brand message in the U.S. market," said John Lenzen, global head of marketing for TCS. "Over half of TCS' business comes from the U.S. Enhancing our brand footprint in this key market is vital for our business and this sponsorship supports our broader initiatives to enhance the impact that TCS has on the communities we serve, our employees and our clients."