The Unlikely Way TCS Wins Over Enterprise Buyers

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Tata Consultancy Services is swapping trade shows for finish lines — using marathons to build loyalty and deepen relationships with key clients.

Tata Consultancy Services (TCS) is betting that the way to a client’s heart is through their running shoes. The Indian IT giant now sponsors 14 marquee marathons worldwide, including the New York City Marathon, not as a mass-market stunt—but as a high-touch B2B relationship strategy.

For Abhinav Kumar, global CMO of TCS, the impact is both emotional and strategic. “One of our clients crossed the finish line of the NYC Marathon holding hands with his wife,” he recalls. “That moment is framed in their home—with our brand literally part of their personal memory.”

Marathons, it turns out, aren’t just athletic events. They’re immersive experiences that allow TCS to engage C-level executives and decision-makers far beyond the boardroom. Inviting clients to train for, run in, or attend these events allows the brand to foster deeper connections and shared accomplishments.

More than just visibility, these races offer TCS a differentiated storytelling platform—one that reflects endurance, transformation, and partnership. It’s a far cry from the conventional sponsorship playbook or sales-driven marketing funnels. And it’s working. According to Kumar, the emotional resonance of these events drives long-term brand equity in a way few digital campaigns can.

For TCS, marathons aren’t a metaphor. They’re a strategy—slow, sustained, and built to last. In an industry where relationships still matter as much as tech stacks, this human-centred approach may just be the competitive edge.