Tata Consultancy Services (NYSE:TCS), a leading IT services, consulting and business solutions organization, has signed an agreement with Sport-Club Charlottenburg e.V. (NYSEARCA:SCC) to become the "Official Main Sponsor of the BMW Berlin Marathon" over the three year period 2012-2014. TCS will also serve as the marathon's Information technology partner, providing technologies such as mobile applications, to improve the experience of the sport.
This announcement comes during a period that TCS has been focusing on significantly expanding and localizing its German operations, which have tripled in size over the past five years. TCS has over 3,000 consultants working for over 80 German and Austrian clients, including 14 of the DAX 30 companies. The TCS Central Europe head office is located in Frankfurt am Main, with offices in Düsseldorf, Hamburg, Stuttgart, Walldorf, Wolfsburg, and Vienna.
The appointment takes TCS's tally of partnerships with the world's leading marathons to four. The company has tie ups with four of the five marathons considered the most prestigious "Major" races - Boston, Chicago, New York City and now Berlin. It is also a title sponsor of the TCS Amsterdam Marathon, the TCS World 10K in Bangalore and associate sponsor of the Standard Chartered Mumbai Marathon.
Noting the increasing health problems that arise from sedentary lifestyles and stress, TCS has developed a global emphasis on fitness, backing running programmes and marathons to promote wellness and community development through sports.
As the BMW Berlin Marathon's technology partner, TCS is developing a mobile application to aid the runners, as well as their family and friends. An in-built tracking system will serve as a training guide to the participants, provide general information on the marathon, and help the audience to locate runners on the race route by name and number. It will also guide spectators to local attractions and the best spots along the route to watch their favorite athletes.