#22. Why TCS sponsors Marathons across the world?

📔 Context: Tata Consultancy Services (TCS) has been sponsoring marathons for the last 16 years. They have, in fact, committed to spending $320 million over the next 8 years on marathons.

Since you came here to find out why, Here’s the scoop:

1/ It increases their brand value. 💸 

Marathons are the kind of events where there’s a lot of noise that builds up to the event. Also, the marketing blast that happens on the day of the event is phenomenal. TCS’ logo & brand are plastered all across the city, the runners carry them on their chests (bibs), & every single piece of signage, either online or offline, has the TCS branding.

The numbers are the proof in the pudding. In 2010, brand TCS was valued at $2.3 billion by Brand Finance, and it was ranked ninth in the IT services sector. By 2022, its brand value had grown by 730% to $16.7 billion, climbing to the second spot in the industry after Accenture.

2/ TCS uses marathons to showcase their technology to their clients. 🧑🏽‍💻

TCS shows off their technology & the power of innovation through their race apps, which their potential customers use firsthand to learn about the work they do & the scale they can handle. This creates a positive impression & showcases what’s possible in the minds of their prospective customers.

3/ Going after its ideal TG - Target Group (Audience) 🧑🏽‍💼

When you think about who runs marathons, who spends their money & time running around in circles for a couple of hours, and who spends more money on nutrition & training, the answer is clear— It's the affluent kind, the kind of people who are health conscious & mostly work in the top tier tech companies. This is the ideal TG that TATA eventually sells to. While not all the people that run would be their clients, a lot of them could be potential future employees, & so on.

Every single marathon that the TCS currently sponsors is in the tech hubs of each country.

4/ The bosses of TCS & TATA groups are avid runners & marathoners. 👮🏽

It all started with N Chandrashekaran, the former Chairman of TATA Sons, convincing his board to sponsor marathons by stating that the lessons he learned from running apply everywhere.

And its not just 1 person, but several hundred top executives of multiple TATA group companies are all runners. At that point, it's not about whether TATA will sponsor a marathon, but about which marathon they will sponsor.

5/ Marathons are also super inclusive. No other sport comes close to it. 🏃🏽‍♀️

Right from managing gender parity to applauding the wins of everyone who completes the run - No other sport celebrates participation as much as marathons. TCS also uses these events to support various community causes and initiatives. This aligns with their CSR goals, enhancing their brand image and reputation.

Thanks for supporting this newsletter 🙏🏻

I spend a sizable amount of my time writing pieces for this newsletter. If you find it interesting, please take a minute and share it with people who will find it interesting.