TCS-Partnered Marathons Drive Over 50 Per Cent of Global $6 Billion Economic Impact for Host Cities, Study Reveals

Tata Consultancy Services (TCS) partnered races accounted for 53% of the total $6 billion (approx. ₹50,000 crore) economic impact generated by the world's top 50 marathons for host cities in 2025, according to a brand valuation report released by Brand Finance.

The findings show how long-term corporate technology investments in mass participation sporting events drive local commerce, tourism revenues, infrastructure utilization, and charitable fundraising across major metropolitan hubs. Marathons backed by India’s largest IT services exporter delivered $3.2 billion (approx. ₹26,700 crore) in direct and indirect economic benefits to host destinations—a 28% jump compared to the previous year.

Breakdown of the $6 Billion Global Economic Footprint

The $6 billion economic impact measured across global marathon host cities reflects direct financial inflows, localized tourism spending, and broad-scale community fundraising. Of the overall value generated across the 50 studied races, the top 10 marathon properties alone accounted for 76% of the financial footprint.

This financial stimulus stems from tens of thousands of visiting runners, support teams, and international spectators spending on local hospitality, retail, food, transport, and event logistics. Beyond commercial activity, the top 50 races raised $434 million (approx. ₹3,600 crore) for global charities in 2025, with TCS-partnered events driving nearly three-quarters ($315 million) of all donation collections.

Leading the global economic ranking was the TCS New York City Marathon, which generated a record $857 million in local economic impact, followed by the Bank of America Chicago Marathon ($803 million) and the TCS London Marathon ($604 million).

Tech Integration Drives TCS's Global Role

TCS’s involvement extends past conventional brand sponsorship. Supporting running events for nearly two decades, the IT giant partners with 14 marathons and running events worldwide, including five of the elite Abbott World Marathon Majors.

Beyond financial backing, TCS acts as the core digital transformation engine for these races, providing real-time app tracking, data analytics, and integrated event platforms for nearly 700,000 active runners annually. Brand Finance noted that long-term technology partners have fundamentally expanded what marathons deliver to urban ecosystems.

"Marathons are among the most powerful sports properties we study, combining mass participation with significant economic, social and charitable impact. Long-term partners like TCS have helped accelerate that value by going beyond traditional sponsorship, bringing technology, innovation and sustained investment to evolve what marathons can deliver," said David Haigh, Chairman of Brand Finance.