Marathon sponsorships have long attracted the biggest corporate names, largely conglomerates and companies that otherwise have little consumer-facing advertising. The Tata Group, sponsor of the Mumbai Marathon since its inception, has been a prominent name in marathons for years, including group companies such as Tata Steel, the chief sponsor of Kolkata’s World 25K, and Tata Consultancy Services (TCS) that sponsors 14 major marathons around the world, including the New York City Marathon, the London Marathon, and more recently, the Sydney Marathon. TCS reportedly spends roughly $30-40 billion every year on sponsoring these races.
