IT major Tata Consultancy Services' (TCS) affiliation with major worldwide marathons has yielded sizeable financial and charitable profits, as per the recent Brand Fund 'Marathons 50 2025' report. The report reveals that while the top 50 marathons in the world contributed $5.2 billion to their neighborhood economies in 2024, TCS-sponsored races accounted for a considerable $2.25 billion of this – translating to approximately 43 percent of the total economic benefit from the marathons being generated by those sponsored by TCS.
Beyond financial boost, the report shows that out of the $425 million raised for charities causes by 50 marathons, TCS-supported marathons raised $279 million — about two-thirds of all charitable commitments created through marathons globally.
The report reveals that over the past 15 years, TCS' history of backing marathons when juxtaposed with its brand value, shows that the tech company's brand value from $2.1 billion in 2010 to $21.3 billion in 2025 in these years.
As per the report, the IT major sponsors 14 marathons and endurance running races, and sees a brand consideration at 27 percent amongst non-runners and 67 percent amongst marathon runners.
Among the major supports of marathons, the report says that TCS and Standard Chartered witnesses the most rise in brand consideration through their sponsorships.
Talking about the association, 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."
He added that marathons inspire movement, promote wellbeing, strengthen communities and bring about important incremental economic growth to their host cities.
The report reflects that marathons can directly (from participants) and indirectly (from organisers, staff, media coverage crew and allied associates) have a positive effect on hospitality, retail, transportation and entertainment sectors in the host cities and surroundings. It also shows that local businesses in host cities benefit significantly from the influx of participants and spectators.
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