The New York City Marathon sponsor ING will end its decade-long relationship with the race and be replaced by Tata Consultancy Services, the Indian technology giant, race organizers said Wednesday.
ING, a Dutch financial firm that has expanded its footprint in America in recent years, will no longer sponsor the event. It will be replaced by T.C.S. starting in 2014 when the race will be known as the T.C.S. New York City Marathon. It is an eight-year partnership.
Its the next evolution, a premier partnership and a significant lift to the organization, Mary Wittenberg, chief executive of the New York Road Runners, said. It will bring in more sponsorship and allow for a low cost and flexibility for runners. The partnership and sponsorship is important to our mission and enabling runners.
Natarajan Chandrasekaran, chief executive and managing director of T.C.S., an information technology services and consulting company, said the sponsorship coincided with the companys internal fitness programs (he participated in the New York City Marathon in 2009) and would allow the company to make its presence more known in the United States. It is part of the Tata group, an Indian industrial conglomerate, and T.C.S. has more than 277,000 consultants in 44 countries. Some 50 percent of its business is tied to the United States, he said.
T.C.S. has been a technology consulting partner for New York Road Runners since 2010 and will develop a new mobile app for this years marathon. ING was the first title sponsor of the New York City Marathon, beginning in 2003, and has not disclosed the sponsorship amounts. The amount of the T.C.S. sponsorship also is not being disclosed, but one person with detailed knowledge of the deal said it was worth substantially more than the ING agreement.
Given its business, Tata which also sponsors marathons in Amsterdam, Berlin and Mumbai, India is presumably trying to raise its profile with executives who might be running the New York City Marathon or watching it on television. In that sense, its sponsorship is not much different from those by I.B.M., SAP and other large technology firms that sponsor tennis, golf and other sporting events.
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http://www.nytimes.com/2013/10/03/sports/tcs-to-replace-ing-as-marathons-title-sponsor.html?_r=1&
ING, a Dutch financial firm that has expanded its footprint in America in recent years, will no longer sponsor the event. It will be replaced by T.C.S. starting in 2014 when the race will be known as the T.C.S. New York City Marathon. It is an eight-year partnership.
Its the next evolution, a premier partnership and a significant lift to the organization, Mary Wittenberg, chief executive of the New York Road Runners, said. It will bring in more sponsorship and allow for a low cost and flexibility for runners. The partnership and sponsorship is important to our mission and enabling runners.
Natarajan Chandrasekaran, chief executive and managing director of T.C.S., an information technology services and consulting company, said the sponsorship coincided with the companys internal fitness programs (he participated in the New York City Marathon in 2009) and would allow the company to make its presence more known in the United States. It is part of the Tata group, an Indian industrial conglomerate, and T.C.S. has more than 277,000 consultants in 44 countries. Some 50 percent of its business is tied to the United States, he said.
T.C.S. has been a technology consulting partner for New York Road Runners since 2010 and will develop a new mobile app for this years marathon. ING was the first title sponsor of the New York City Marathon, beginning in 2003, and has not disclosed the sponsorship amounts. The amount of the T.C.S. sponsorship also is not being disclosed, but one person with detailed knowledge of the deal said it was worth substantially more than the ING agreement.
Given its business, Tata which also sponsors marathons in Amsterdam, Berlin and Mumbai, India is presumably trying to raise its profile with executives who might be running the New York City Marathon or watching it on television. In that sense, its sponsorship is not much different from those by I.B.M., SAP and other large technology firms that sponsor tennis, golf and other sporting events.
...
http://www.nytimes.com/2013/10/03/sports/tcs-to-replace-ing-as-marathons-title-sponsor.html?_r=1&
