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SBD/October 2, 2013/Marketing and Sponsorship
IT Company TCS Signs Long-Term Deal Valued At $100M To Title Sponsor N.Y. Marathon
Published October 2, 2013
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SIGN OF THINGS TO COME? With technology roiling the consumer and business landscapes, and every sports venue looking to provide better connectivity, Tata's big spend prompts the question of whether the tough-to-differentiate IT category will henceforth spend at the level of some of the biggest sports sponsors. Of course, IBM has been a buyer of top-shelf sports rights for years. SAP and Cisco also have been buying large sports sponsorships of late, and even an unfamiliar IT brand like High Point Solutions put its name on Rutgers' newly-renovated football stadium in '11. "We are seeing the technology category sliced more thinly and the companies invoked are all in each others' businesses," said Octagon President & CEO Rick Dudley, whose company consults for Cisco. "The challenge is combining the technology showcase, which every sponsor wants, with a branding and b-to-c reach."