Want more from Front Office Sports
in your search results?
Tata Consultancy Services (TCS) plans to spend up to $280 million on global race sponsorships through 2029, per CNBC.
TCS, which specializes in IT services and consulting, counts Microsoft and AstraZeneca among clients and is owned by Tata Group, a multinational conglomerate based in Mumbai.
TCS has a market cap of roughly $159 billion and trades on the National Stock Exchange of India.
The money spent on races, and other sporting events, is part of a larger plan to humanize TCS and get a global audience more familiar with the brand.
- It renewed its title sponsor agreement with the NYC Marathon last week in a deal that runs through 2029. TCS has been the event’s title sponsor since 2014.
- The firm became the title sponsor of the London Marathon in a six-year deal in June.
- It inked a helmet sponsorship deal with the NHL’s Philadelphia Flyers in January.
The firm reported $6.15 billion in revenue for Q1 2022, a 21.6% increase year-over-year. The company’s workforce surpassed 500,000 after adding 20,409 employees during the quarter.
Download the FOS App
The business of sports, in your pocket.
Scan the QR code to get the app now.
