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Why Marathon sponsorship became the cornerstone of TCS’ global brand strategy

Why Marathon sponsorship became the cornerstone of TCS’ global brand strategy

Apr 28, 2025 |

When Tata Consultancy Services (TCS) first dipped its toe into marathon sponsorship back in 2008, few could have predicted just how central running would become to the company’s global brand story. At the time, TCS’ sponsorship strategy was spread wide across cricket, Formula 1, cycling and more. However, as Abhinav Kumar, Global Chief Marketing Officer at TCS, recently...
Data driven sposnsorship