MUMBAI: After acquiring the IPL T20 cricket tournament title rights for this season and the next, the Tata Group has bagged the headline sponsorship of the Toronto Marathon from 2022 through 2026.
The group’s IT services flagship TCS has assumed the Toronto Marathon title from Scotiabank, the main backer of the running event for several years. TCS didn’t reveal the deal size for the five-year title rights of the Toronto event, but it said last year that it will spend $320 million on marathon sponsorships over an eight-year period.
Prior to Tuesday’s development, TCS had joined hands with sister concern Jaguar Land Rover to be the title sponsor of Britain’s Formula E racing team. Last year, it renewed the title rights of the New York Marathon until 2029 and won the headline sponsorship of the London Marathon from 2022 to 2027.
Bagging the title rights of the Toronto Marathon will help TCS to boost its image among employees and customers in Canada, a market it entered in 1991. It employs about 7,000 people in Canada. TCS, which will also be the tech partner of the Toronto running event, will develop an app to support in-person and virtual runners.
The group’s IT services flagship TCS has assumed the Toronto Marathon title from Scotiabank, the main backer of the running event for several years. TCS didn’t reveal the deal size for the five-year title rights of the Toronto event, but it said last year that it will spend $320 million on marathon sponsorships over an eight-year period.
Prior to Tuesday’s development, TCS had joined hands with sister concern Jaguar Land Rover to be the title sponsor of Britain’s Formula E racing team. Last year, it renewed the title rights of the New York Marathon until 2029 and won the headline sponsorship of the London Marathon from 2022 to 2027.
Bagging the title rights of the Toronto Marathon will help TCS to boost its image among employees and customers in Canada, a market it entered in 1991. It employs about 7,000 people in Canada. TCS, which will also be the tech partner of the Toronto running event, will develop an app to support in-person and virtual runners.
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