Indian technology giant Tata Consultancy Services (T.C.S) has agreed to title sponsor the New York City Marathon ending a decade long partnership the race had with ING.
ING, a Dutch financial firm that has expanded its footprint in America in recent years, will no longer sponsor the event. It will be replaced by T.C.S. starting in 2014 when the race will be known as the T.C.S. New York City Marathon in an eight-year partnership.
“It’s the next evolution, a premier partnership and a significant lift to the organization,” Mary Wittenberg, chief executive of the New York Road Runners (NYRR), said. “It will bring in more sponsorship and allow for a low cost and flexibility for runners. The partnership and sponsorship is important to our mission and enabling runners.”
"We are delighted to be the title sponsor of the New York City Marathon from 2014. This partnership presents a great way for us to accelerate our engagement with communities in the New York area and across North America to raise awareness about health and fitness. Starting in 2014, we also aspire to make the TCS New York City Marathon a more technology-enriched and socially engaged experience for all its participants and fans across the world, using our core technology skills," said Natarajan Chandrasekaran, CEO and managing director of TCS.
With TCS, NYRR unveiled today the new logo for the 2014 Marathon, designed to commemorate the unprecedented new partnership and to provide an iconic uplifting symbol for the race. The new logo represents both organizations' forward-thinking, community-focused vision.
T.C.S. has been a technology consulting partner for New York Road Runners since 2010 and will develop a new mobile app for this year’s marathon. ING was the first title sponsor of the New York City Marathon, beginning in 2003, and has not disclosed the sponsorship amounts. The amount of the T.C.S. sponsorship also is not being disclosed, but one person with detailed knowledge of the deal said it was worth substantially more than the ING agreement.