• Loading stock data...
Saturday, March 2, 2024

TCS Plans to Spend $280M on Global Races

  • Tata Consultancy Services plans to spend up to $280 million on global races.
  • The IT firm will do so by 2029.
Derik Hamilton-USA TODAY Sports/Design: Alex Brooks

Tata Consultancy Services (TCS) plans to spend up to $280 million on global race sponsorships through 2029, per CNBC. 

TCS, which specializes in IT services and consulting, counts Microsoft and AstraZeneca among clients and is owned by Tata Group, a multinational conglomerate based in Mumbai. 

TCS has a market cap of roughly $159 billion and trades on the National Stock Exchange of India. 

The money spent on races, and other sporting events, is part of a larger plan to humanize TCS and get a global audience more familiar with the brand.

  • It renewed its title sponsor agreement with the NYC Marathon last week in a deal that runs through 2029. TCS has been the event’s title sponsor since 2014.
  • The firm became the title sponsor of the London Marathon in a six-year deal in June.
  • It inked a helmet sponsorship deal with the NHL’s Philadelphia Flyers in January.

The firm reported $6.15 billion in revenue for Q1 2022, a 21.6% increase year-over-year. The company’s workforce surpassed 500,000 after adding 20,409 employees during the quarter.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

New Horizons in Sports How Daily Fantasy Sports Solved NBA Fantasy Presented…

The Great Outdoors: NHL Sets Attendance Records With MetLife Stadium Series Games

There’s no evidence of waning enthusiasm for the league’s non-arena outings.
Sponsored

Live Sports Are Now High-Tech Experiences

Oracle is leading the technology revolution happening in stadiums across the world.
Sponsored

NASCAR Capitalizes on the Sportswear Boom in a New Deal With ’47

With the new partnership between ’47 and NASCAR, racing fans can express their love like never before.
podcast thumbnail mobile
Front Office Sports Today

Jenny Cavnar is Breaking Barriers During Oakland’s Strange Season

0:00
0:00

Featured Today

Sheer Madness: What You Need to Know About MLB’s New Uniform Saga

MLB’s reworked uniforms have become a major source of spring training controversy.
Oct 5, 2021; Kansas City, Missouri, USA; Bob Kendrick, president of the Negro Leagues Baseball Museum in Kansas City, points to the lettering outside of the museum Tuesday.
February 28, 2024

How Do You Keep Negro Leagues Baseball History Alive? Put It in a Video Game

Negro Leagues Baseball Museum attracting increased donations, visits from ‘MLB The Show.’
February 26, 2024

The Victor Wembanyama Rookie Card Market Hasn’t Matched His Hype

A cooling market and Fanatics autograph deal leaves big-money collectors waiting.
February 25, 2024

Sham Gods: The Rapidly Growing World of Sports Impersonators on X

Fake Schefters and Wojs, fabricated trade demands, and borrowed profile pictures.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Spotify
Multiple - USA Careers
Nike
Multiple - USA Careers
EA
Multiple - USA Careers

Paris Games Gain Momentum With $2B Completion of Olympic Village

The $2.2 billion housing project finished on time and was essentially on budget.
Lionel Messi
February 23, 2024

Copa América Tickets Climb in Latest Lionel Messi Effect

Tickets for Argentina’s game in Miami are pushing five figures.
Everton goalkeeper Jordan Pickford passes during the first half against the Everton.
February 26, 2024

Everton Financial Punishment Trimmed After Appeal Is Partially Successful

Everton’s appeal of the EPL’s 10-point punishment was reduced to a six-point loss.
Sponsored

How LivePass is Redefining Ticketing for the Next Generation of Fans

The next wave of ticketing technology.
German protests
February 21, 2024

German Football League Abandons Outside Investment After Protests

Bundesliga rethinks $1 billion media rights plan.
Manchester United
February 15, 2024

Manchester United Created Europe’s Most Expensive Team Ever

The team cost a record $1.531 billion in transfer fees.
Zambia forward Racheal Kundananji
February 14, 2024

NWSL’s Bay FC Breaks Women’s Soccer Transfer World Record: $787,600

The league’s record-breaking new media rights deal is trickling down to players.
Messi
February 9, 2024

Lionel Messi’s Week From Hell

The Argentine soccer star’s Sunday DNP became the biggest absence of his career.