2019 Virgin Money London Marathon
(Picture: PA Archive)IT services giant Tata Consultancy Services will take over as headline sponsor of the London Marathon from 2022 marking a “new era” in its 40-year history.
Mumbai-based TCS, which has provided its tech since 2016 and developed the official app for last year’s virtual marathon, assumes the title from Virgin and Virgin Money, the main backer for more than a decade.
The six-year tie-up suggests the hybrid between physical and virtual events — which saw elite races on a biosecure circuit around St James’s Park while 38,000 runners took part elsewhere tracked by the app — will outlast the pandemic.
This year, 50,000 runners will join the mass participation event from Blackheath to The Mall on October 3, while a further 50,000 compete virtually.
Event director Hugh Brasher, said: “This is a landmark day in our history as we look to evolve and grow our digital reach.
“TCS has been an integral part of the Marathon for the past five years, delivering the latest technology to enhance the marathon experience for participants and spectators.
“This new title partnership marks the dawning of a new era in what we can achieve together,”
TCS has a historic track record with major marathons across the world, including New York, Amsterdam, Singapore, and Mumbai.
Amit Kapur, its head in UK & Ireland, said: “We are pleased to take on the role of title partner and lead the way in driving the future success of physical and virtual London Marathons.”
