MUMBAI: Tata Consultancy Services (TCS) isn’t just clocking miles – it’s clocking brand mileage. The IT and consulting juggernaut has emerged as a front-runner in  Brand Finance ‘Marathons 50 2025’ report, which ranks global sponsors fueling the world’s top running events. With a $2.25 billion economic boost delivered through the marathons it backs, and $279 million raised for charities in 2024 alone, TCS is redefining what it means to be a marathon sponsor.

The report finds that the world’s top 50 marathons together pumped $5.2 billion into their host cities and raised $425 million for charitable causes last year – proving that these 42.195 km spectacles are much more than finish lines and finisher medals. They’re engines of economic and social impact.

TCS, now title sponsor and tech partner of 14 major marathons including five of the Abbott World Marathon Majors, has seen its brand value balloon from $2.1 billion in 2010 to a muscular $21.3 billion in 2025. Among non-runners, its brand consideration is a healthy 27 per cent, while among marathoners it surges to 67 per cent – underscoring the deep engagement running fans have with the brand.

“The Brand Finance report confirms what we’ve known on the ground,” said TCS  chief marketing and communications officer Abhinav Kumar. “Marathons move more than bodies – they move hearts, communities, and economies. We’re proud to back 10 of the world’s top 50 races.”

Beyond branding, TCS is fuelling the sport with cutting-edge tech. From AI-powered race-day engagement to the world’s first digital twin heart of a pro runner, the firm is bringing innovation to the track. It’s also leaving green footprints behind – its ReScore app, now used to certify 53 global sporting events, underscores its pledge to sustainability and community well-being.

Brand Finance CEO David Haigh chimed in: “Marathons marry soft power, place branding, and purpose. They’re personal, they’re public, and they’re powerful. TCS is sprinting in the right direction.”

From New York to London and Sydney, TCS is running not just with the pack – but ahead of it, transforming every race into a showcase for tech, sustainability, and shared humanity. A marathon effort that’s clearly paying off.