Sponsorship of Landmark US Races is Part of Global Integrated Sports Marketing Campaign to Promote Wellness
Tata Consultancy Services (TCS), (BSE: TCS.BO, NSE: TCS.NS) today announced that it is the official technology partner of the Boston Athletic Association and the 2010 Boston Marathon to be held on Monday, April 19, 2010. The agreement features a strong presence by TCS at the Marathon and the three day John Hancock Sports and Fitness Expo held at the Hynes Convention Center.
“Wellness is an important concept for communities and individuals in today’s world. We are very committed to supporting healthier communities At TCS, we actively encourage our employees and their families to make fitness and wellness a part of their lives. This not only helps them have a balanced work life, it also creates higher energy and a feeling of well being at the workplace,” said N Chandrasekaran, CEO and MD, TCS.
TCS has also signed agreements to be the exclusive information technology consultants of the Bank of America Chicago Marathon (October 10) and the official technology partner of the ING New York Marathon (November 7) and plans a two year participation of all three events. As one of the world’s largest technology and business solutions providers, these partnerships are part of a global integrated marketing campaign designed to expand awareness and visibility of TCS within the U.S. and in other important markets around the world, such as India where TCS is a sponsor of the Mumbai marathon.
“Our participation in these sports sponsorships is specifically designed to expand TCS’ overall brand message in the U.S. market,” said John Lenzen, global head of marketing for TCS. “Over half of TCS’ business comes from the U.S. Enhancing our brand footprint in this key market is vital for our business and this sponsorship supports our broader initiatives to enhance the impact that TCS has on the communities we serve, our employees and our clients.”
TCS, part of the Tata group, was founded on the principle that a company thrives on social capital, the value created from investing in good community and human relationships. The company’s engagement with these community-led initiatives reinforces that principle and allows TCS to further promote good health and personal wellbeing internally among employees and also within the communities that the company serves. As part of these sponsorships, TCS will actively engage in raising awareness of diabetes, a major health issue in the US, India and many other countries around the world.
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