Sydney Marathon and Tata Consultancy Services Announce New Naming Rights Partnership

The Sydney Marathon has entered a new naming rights partnership with Tata Consultancy Services (TCS), a global IT services and business solutions provider. This multi-year agreement positions TCS as the title sponsor of Australia’s largest marathon.

This partnership is a key milestone in the Sydney Marathon’s efforts to achieve Abbott World Marathon Major (AbbottWMM) status. TCS, known for its significant involvement in global marathons such as the TCS New York Marathon and TCS London Marathon, brings extensive expertise in enhancing large-scale running events through technology.

Abhinav Kumar, Global CMO of TCS, highlighted the company’s commitment to supporting the Sydney Marathon’s goal of becoming an Abbott World Marathon Major. TCS aims to use its technological expertise to improve the marathon experience, focusing on sustainability, inclusivity, and accessibility.

The Sydney Marathon must meet stringent criteria for two consecutive years to be recognised as an AbbottWMM event. After meeting the requirements in 2023, the marathon needs to succeed again this year to join the prestigious group of races, including the Tokyo Marathon, Boston Marathon, and others, in 2025.

Wayne Larden, Race Director of the Sydney Marathon, emphasised the importance of partnering with TCS. He noted that TCS’s experience with other major global events provides valuable insights to elevate the Sydney Marathon on a global scale.

The partnership includes several initiatives aimed at enhancing the event:

1. TCS ReScore App: In collaboration with the Council for Responsible Sport, TCS will use the ReScore app to certify the marathon’s sustainability efforts.
2. Indigenous Participation: The marathon will work to increase Indigenous runner participation, supported by TCS’s partnership with the Indigenous Marathon Foundation.
3. TCS Sydney Mini Marathon: The family fun run will be rebranded, aiming to inspire healthy living among young participants.
4. goIT Challenge: NSW school students will contribute ideas to make the marathon more sustainable through this challenge.
5. TCS Sustainathon 2024: University students will propose digital sustainability solutions for the marathon as part of this global competition.