NYRR Lands New Long term sponsorsship from TCS, by David Monti, RRW

Congrats to the NYRR on finding a new long term sponsor for the New York City Marathon. Finding sponsors that fit the global nature of the New York City Marathon is a difficult task. It is great to see a major Indian company taking the global stage in the sport of global marathon racing!

New York City Marathon, photo by PhotoRun.net

NYRR LANDS NEW LONG-TERM SPONSORSHIP FROM TCS
By David Monti, @d9monti
(c) Race Results Weekly, all rights reserved, used with permission.

(02-Oct) — 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.”

Author

Larry Eder

Larry Eder has had a 52-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Also does some updates for BBC Sports at key events, which he truly enjoys.

Theme song: Greg Allman, " I'm no Angel."

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