April 2025 | 655 words | 3-minute read
Marathons and long-distance runs such as the 2025 Tata Consultancy Services (TCS) World 10k Bengaluru, now in its 17th year, are significant for their ability to not only inspire runners to beat their own previous bests but also for their ability to use their platforms as a force for the greater good.
The company, a title sponsor of 14 marathons and endurance running races, including five of the seven Abbott Marathon Majors, has earned itself a place in the Marathon Hall of Fame, with three of its marathons, London Marathon, New York City Marathon and the Schneider Electric Paris Marathon, notching up podium finishes in Brand Finance’s inaugural report of Marathons 50 2025.
Additionally, ten of TCS’ partner marathons feature in Brand Finance’s list of the Top 50 marathons. The Tata Mumbai Marathon ranks 45 on the list of the 50 strongest marathon brands, and 25 in terms of economic impact.
The New York City Marathon was declared as the most valuable brand. The London and New York City Marathons earned joint top scores for elite participation. London won on the criteria of accessibility and inclusivity, making history in 2024 as the first marathon to offer equal prize money for both wheelchair athletes and able-bodied competitors.
These were the findings that emerged out of market research firm Brand Finance’s survey of more than 10,000 respondents from nine key markets. The efforts culminated in the study whose goal was to identify the world’s strongest marathon brands and to assess their impact on their communities.
The sheer numbers of marathons taking place around the world (over 800 are held every year, according to Brand Finance) leads to an intense spirit of competition with organisers and sponsors seeking to grab eyeballs and runners vying for prizes and glory.
Speaking of the honour, Abhinav Kumar, Chief Marketing and Communications Officer, TCS, said, “The Brand Finance Marathons 50 report confirms what we have seen firsthand at TCS—partnering with marathons can ignite positive change for the communities and cities that organize them.”
Force for good
Last year, TCS-sponsored marathons generated $2.25 billion for local economies and a whopping $279 million in donations to charity. This is a significantly large chunk of the overall figures. In 2024, the top 50 marathons contributed $5.2 billion to their local economies while raising $425 million for charitable causes.
The Brand Finance Marathons 50 report confirms what we have seen firsthand at TCS—partnering with marathons can ignite positive change for the communities and cities that organize them - Abhinav Kumar, CMO, TCS
The association with marathons has had a positive impact on TCS’ brand value, which has surged from $2.1 billion in 2010 to $21.3 billion in 2025. Its brand consideration stands at 27% among non-runners and 67% among marathon runners.
Brand Finance described TCS-powered races as “setting new records in economic impact, technology adoption and fundraising, proving that investing in running is a winning brand play.” The report indicated that marathon sponsorships were a strategic business growth engine that contributed in a large measure to powering the economies of the cities that host them.
Beyond the finish line
TCS is perhaps uniquely suited to this effort towards transforming the marathon experience. With its advanced technology and AI-powered solutions, the company has the wherewithal to enhance running and race-day engagement not only for the runners, but also for their families and the communities.
TCS’ other achievements include the development of the first digital twin heart of a pro-runner, leveraging data, AI and digital twin technology to help professional athletes unlock their full potential. A total of 53 sporting events and organizers have been certified by the Council for Responsible Sport using ReScore, an app developed by TCS.
The efforts highlight TCS’ commitment to sustainability, environmental stewardship and community well-being, a fact highlighted by the Brand Finance report. When it comes to running for a cause, TCS is certainly leading from the front.
- Cynthia Rodrigues
TCS Sydney Marathon
TCS
TCS Lidingöloppet
TCS New York City Marathon
TCS World 10k, Bengaluru
TCS Amsterdam Marathon
TCS London Marathon
