It ’s perhaps the biggest marketing coup for an Indian company in the US. Tata Consultancy Services has signed up to become the official sponsor of the prestigious marathon in the world – The New York Road Runners. The partnership includes:

•  Naming rights of TCS New York City Marathon, beginning in 2014, and support of multiple races and community initiatives throughout the five boroughs.
• Eight-year partnership with TCS to provide support for New York Road Runners’ (NYRR’s) mission to help and inspire people through running

The spark of this joint movement started in October 2013 in New York City. TCS would provide digital, financial, strategic, and marketing support.

Mary Wittenberg, president and CEO of NYRR said: “TCS won us over with their commitment to our sport and to elevating the health and well-being of our community, their technological excellence and their belief in the infinite potential in front of us to jointly help and inspire people through running.”

It’s interesting how a CEO’s fad or a hobby influence’s a company’s marketing strategy. N Chandrasekaran, 50-year old MD of TCs said: “As a marathoner myself (does he look like one?), I’m personally proud to partner with the NYRR team…This partnership will also help us project the awareness and understanding of the TCS brand and its values beyond our core audiences and into the communities where we operate, not only in North America but globally.”

NYRR’s “Run for Life” manifesto champions the benefits of a lifetime of running, and is closely aligned with TCS’s Fit4Life program, which is built on the philosophy that “healthy individuals make healthy organizations.” Fit4Life, in natural alignment with NYRR’s “Run for Life” philosophy is active engagement of employees and their families with local charities.

It’s not such a new deal. TCS has been a technology consulting partner for NYRR since 2010. It previously developed mobile apps for the 2013 NYC Half and will create a new app for the 2013 Marathon, helping participants to track runners and to receive race results, information on the event, and tips for training.

As part of the new partnership TCS will be a principal sponsor of each of NYRR’s major five borough events and its key heritage events, including the Oakley New York Mini 10K, the Fifth Avenue Mile, and the Midnight Run, and will support NYRR’s youth and community programs.

Could this be the beginning of TCS’ bid to give the American IT companies a run for their money? By the way, TCS is inching close to the top ten global IT companies.