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SBD/October 3, 2013/Events and Attractions
Competitor Group Rankles Running Industry By Dropping Appearance Fees For Elites
Published October 3, 2013
ON YOUR MARK, GET SET, TATA: IT company Tata Consultancy Services yesterday agreed on an eight-year deal to title sponsor the N.Y. Marathon, and company CEO & Managing Dir Natarajan Chandrasekaran said that the sponsorship "coincided with the company’s internal fitness programs and would allow the company to make its presence more known" in the U.S. The N.Y. TIMES' Pilon & Belson note TCS has been a technology consulting partner for NYRR since '10 and will "develop a new mobile app for this year’s marathon." Wittenberg said, “It’s the next evolution, a premier partnership and a significant lift to the organization. It will bring in more sponsorship and allow for a low cost and flexibility for runners. The partnership and sponsorship is important to our mission and enabling runners.” Pilon & Belson write given its business, TCS is "presumably trying to raise its profile with executives who might be running the New York City Marathon or watching it on television." In that sense, its sponsorship "is not much different from those by IBM, SAP and other large technology firms that sponsor tennis, golf and other sporting events." But unlike ING, which "connected with runners through its retirement and wealth management businesses, it may be harder for Tata to connect directly with runners" (N.Y. TIMES, 10/3).