The New York Road Runners announced today an 8-year sponsorship agreement with Tata Consulting Services (TCS) which will provide the Indian technology and business consulting company with naming rights to the New York City Marathon beginning in 2014. The deal also provides financial support for NYRR's "heritage" events, like the Fifth Avenue Mile and Oakley New York Mini 10-K, plus support for year-round youth and community events and programs.
"We are thrilled that TCS will be joining NYRR as our premier partner and title sponsor of the NYC Marathon," said NYRR president and CEO Mary Wittenberg in a statement. "TCS won us over with their commitment to our sport and to elevating the health and well-being of our community, their technological excellence and their belief in the infinite potential in front of us to jointly help and inspire people through running."
Financial details were not disclosed.
The Dutch financial company ING still enjoys the title sponsorship for the New York City Marathon through this year's edition on Sunday, November 3. ING, the first title sponsor for what is the world's largest marathon with nearly 47,000 finishers in 2011, began its sponsorship in 2003.
TCS is part of Tata Group, India's largest industrial conglomerate. TCS boasts 277,000 IT and business consultants in 44 countries, and the company generated consolidated revenues of $11.6 billion for year ended March 31, 2013. TCS already sponsors the Amsterdam Marathon, scheduled for Sunday, October 20.
Natarajan Chandrasekaran, an avid runner, is CEO and managing director of TCS. He said through a statement: "As a marathoner myself, I'm personally proud to partner with the NYRR team to support the world's most prestigious marathon as well as many year-round events and community programs across the five boroughs of New York. This partnership will also help us project the awareness and understanding of the TCS brand and its values beyond our core audiences and into the communities where we operate, not only in North America but globally."