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

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 explained in the Brand Finance Marathon 50 report, a conscious pivot soon began to take shape.