TCS named official tech partner for Virgin Money London Marathon

Tata Consultancy Services (TCS), India's leading IT services provider, today announced a three year partnership with the Virgin Money London Marathon to enhance the digital experience delivered to marathon participants. Under the terms of the partnership, TCS will become the race's Official Technology Partner for the 2016, 2017 and 2018 events.

First established in 1981, and part of the World Marathon Majors, the Virgin Money London Marathon is considered one of the world's foremost marathons. A record total of 247,069 people entered the ballot for the 2016 race, with over 37,000 runners expected to take part on Sunday 24 April. This year's race is also set to see a major milestone, with the London Marathon's one millionth finisher crossing the finish line on The Mall, said the company in a release.

TCS already partners with seven of the world's leading races, including title sponsorships of the TCS Amsterdam Marathon, TCS New York City marathon, and TCS World 10k Bengaluru.

Hugh Brasher, Event Director, Virgin Money London Marathon, said in a press statement: "We are delighted to have Tata Consultancy Services as our Official Technology Partner. Having a partner with a deep understanding of the importance of technology and how digital services can enhance customer satisfaction, will bring huge benefits to the organisation and, more importantly, enhance the marathon experience for runners and spectators."

The partnership with the Virgin Money London Marathon also builds on TCS' ongoing brand investment in the UK. TCS was recently awarded Business Superbrands status in the UK.

Shankar Narayanan, Country Head, UK & Ireland, TCS, commented: "We look forward to collaborating with the London Marathon team to enhance the digital experience of the race, both for the participants and the millions of supporters that follow the event, in London and across the world."

The agreement is the latest example of TCS' commitment to using digital technology to foster health and wellbeing. At TCS, health and wellness is promoted through TCS' internal running programme, Fit4Life. The programme sees TCS making a donation to charity for every kilometer and every hour of fitness an employee logs through its internal Fit4Life app. Over six million kilometers have been logged annually, equivalent to 150 laps around the earth.