TCS will launch a new version of its TCS New York City Marathon app that includes AR (Augmented Reality) features for virtual running during the pandemic.
TCS will launch a new version of its TCS New York City Marathon app.
Tata Consultancy Services on Wednesday announced the extension of its title and technology sponsorship of the TCS New York City Marathon with the New York Road Runners (NYRR) through 2029. Earlier this month, TCS had said that it would be the new title sponsor of the London Marathon starting in 2022. Collectively, TCS plans to invest $30-40 million annually in worldwide sponsorship and related community programming from 2022 to 2029.
As part of the sponsorship, TCS will launch a new version of its TCS New York City Marathon app that includes augmented reality (AR) features for virtual running during the pandemic. This will include features that support both in-person and virtual runners, along with a surprise-and-delight AR experience. Fans and athletes will be able to access real-time runner tracking, digital cheer cards and finishing-time predictors.
TCS North America President Surya Kant said, “We sponsor ongoing events around the world as we inspire local communities to live healthy and active lifestyles and because of the clear parallels between marathons, development and transformation journeys. want to do. We help our customers get started. Running a marathon makes you feel like there’s nothing you can’t do. With each step, you are building on trust.”
According to company insiders, Tata Sons Chairman N Chandrasekaran’s passion for marathon running is shaping TCS’s association with global marathon events. Chandra, formerly the CEO of TCS, began participating in global marathon events as the title sponsor of the Amsterdam Marathon and had races in Boston, Chicago and Berlin, as well as small sponsorship deals in India.
A big occasion came in 2013 when TCS became the title sponsor of the New York City Marathon. TCS was already providing technical services at the London event. TCS developed the official event app that allowed participants and spectators to experience the full London Marathon experience.
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