Tata Consultancy Services, a leading global IT services, consulting and business solutions organisation, has agreed a three year partnership with the Virgin Money London Marathon to enhance the digital experience delivered to marathon participants. TCS will become the race’s Official Technology Partner for the 2016, 2017 and 2018 events.

The modern marathon exemplifies the ways in which digital technology is transforming all aspects of society with social media, smartphone applications, fitness trackers and wearables giving marathon participants a wealth of data and insight to help guide their preparation and boost performance. The Virgin Money London Marathon is already a leader in the use of digital technology, having announced the creation of the world’s first digital marathon in 2014. Through this endeavor, British astronaut Tim Peake is training to become the first person to run a marathon in space, during the 2016 edition of the event.

The partnership with the Virgin Money London Marathon also builds on TCS’ ongoing brand investment in the UK. TCS was recently awarded Business Superbrands status in the UK in recognition of its growing profile, has been consistently ranked number one for customer satisfaction in the UK IT Services sector by analyst firm Whitelane and has been recognised as the UK’s Top Employer by the Top Employers Institute.

Shankar Narayanan, Country Head, UK & Ireland, TCS, commented: “We are delighted to be the Official Technology Partner for the Virgin Money London Marathon. As an organisation that believes in giving back to the communities in which we operate, in striving for ever better performance, and in using digital innovation to help achieve our goals, Tata Consultancy Services shares many of the core values of the Virgin Money London Marathon. We look forward to collaborating with the London Marathon team to enhance the digital experience of the race, both for the participants and the millions of supporters that follow the event, in London and across the world.”

Hugh Brasher, Event Director, Virgin Money London Marathon, commented: “We are delighted to have Tata Consultancy Services as our Official Technology Partner. Having a partner with a deep understanding of the importance of technology and how digital services can enhance customer satisfaction, will bring huge benefits to the organisation and, more importantly, enhance the marathon experience for runners and spectators.”

The agreement is the latest example of TCS’ commitment to using digital technology to foster health and wellbeing. At TCS, health and wellness is promoted through TCS’ internal running programme, Fit4Life. The programme sees TCS making a donation to charity for every kilometer and every hour of fitness an employee logs through its internal Fit4Life app. Over six million kilometers have been logged annually, equivalent to 150 laps around the earth. TCS already partners with seven of the world’s leading races, including title sponsorships of the TCS Amsterdam Marathon, TCS New York City marathon, and TCS World 10k Bengaluru