Business

Global IT services and consulting firm Tata Consultancy Services (TCS) has announced a new partnership with the Dutch Open golf tournament, and has inked an eight-year contract to extend its title and technology sponsorship of the TCS New York City Marathon.

For the Dutch Open, TCS will help the tournament enrich the participant and spectator experience, using its past involvement with leading global marathons apps at the TCS Amsterdam Marathon, TCS New York Marathon and TCS London Marathon as a starting place.

The 2021 edition of the Dutch Open 2021 will take place Sept. 16-19 at the Bernardus Golf court in Cromvoirt, and will be the 101st edition of the European Tour golf tournament.

“We are delighted to be able to add TCS as a partner alongside our existing partners KLM and ING Private Banking,” said Martijn van der Meulen, managing partner of TIG Sports, which organizes the Dutch Open. “In title sponsorships of various international marathons, TCS has shown that its technological knowledge can serve to enrich the experience of both the participants and spectators of major sports events.

“A great example of this is how TCS designed the digital transformation of the TCS Amsterdam Marathon with a ‘virtual run’ during last year’s lock-down. We welcome TCS’ experience, technological know-how and look forward to making the Dutch Open even more successful together.”

Josu Devasia, country head for TCS Netherlands, added: “We are delighted to partner with the Dutch Open, one of the European Tour’s most innovative and sustainable golf events. We are eager to leverage our digital expertise and experience in enriching international sports events to create an even more exciting Dutch Open.

“As a growth and transformation partner to leading Dutch enterprises across different industries, TCS is playing a key role in orchestrating cross-industry innovation ecosystems that are united by shared purpose and cloud technologies. TCS sees the Dutch Open as an excellent forum to bring companies from diverse backgrounds together to stimulate innovation and sustainable collaborations.”

Additionally, TCS announced it has renewed its sponsorship of the New York City Marathon through 2029, with plans to invest as much as $40 million in global running sponsorships and community programs during the life of the contract. Those sponsorships will be highlighted in a new advertising campaign debuting July 22.

“We are delighted to extend our sponsorship of the TCS New York City Marathon, the foremost running event in the world,” said Surya Kant, chairman of North America for TCS. “We sponsor running events across the world because we want to inspire local communities to live healthy and active lifestyles, and also because of the obvious parallels between marathons and the growth and transformation journeys that we help our customers undertake. Running a marathon makes you feel that there’s nothing you can’t do. With each step, you’re building on belief.”

TCS will launch a new version of its TCS New York City Marathon App incorporating augmented reality (AR) features, which became popular for virtual races during the pandemic. The updated version will include features that support both in-person and virtual runners. Fans and athletes will be able to access real-time runner tracking, digital cheer cards, and a finishing-time predictor.

As part of the agreement, TCS will donate $4 million to New York Road Runners (NNYR) youth and community programs, including Rising New York Road Runners. TCS will also develop a marathon version of its goIT STEM education contest, challenging students to develop an app concept that promotes active lifestyles and inclusivity. TCS will host the Team TCS Teachers Program, which will select 50 teachers from across North America to receive free race entries, a VIP race day experience, and marathon-themed lesson plans for students from TCS’ STEM education program, Ignite My Future in School.

“At NYRR, we are thrilled to extend our incredible partnership with TCS for the next eight years,” said Kerin Hempel, CEO of NYRR. “Since 2014, TCS has helped us transform our runners’ experience through technological advancements, while also providing tremendous support of our community programs across the five boroughs. TCS and NYRR have shared core values, commitment to service, and passion for innovation, and I can’t wait to see what we co-create in our next chapter together.”