TCS-Partnered Marathons Generate $3.2 Billion in Economic Impact
New York | Mumbai, October 30, 2026: Marathons partnered by Tata Consultancy Services (TCS) generated an estimated US3.2billionineconomicimpactforhostcitiesandraisedUS315 million for charity in 2025, according to the second edition of Brand Finance’s Marathons 50 report.
The report found that the world's 50 leading marathons generated US6billionineconomicimpactfortheirhostcitiesandraisedUS434 million for charitable causes during the year. TCS-partnered races accounted for 53% of the total economic impact and 73% of charitable fundraising.
The economic impact of TCS-partnered marathons increased by 28% in 2025 compared with the previous year, while charitable fundraising rose by 13%. Ten TCS-partnered events featured among the world's 50 leading marathon brands, including seven of the top 10. The TCS London Marathon, TCS New York City Marathon and Boston Marathon presented by Bank of America occupied the top three positions.
David Haigh, Chairman, Brand Finance, said, “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 for runners, host cities, charities and communities to extend their impact long after the last runner has crossed the finish line.”
Abhinav Kumar, Chief Marketing Officer, TCS, said, “Marathons are integral to our global marketing strategy, combining the power of participation with tangible impact: $3.2 billion of economic uplift for host cities and $315 million raised for charity in 2025 is a fantastic achievement. Few other sports partnerships bring people together in quite the same way. You don't just watch a marathon; you run it, volunteer, cheer, and get inspired. Notably, 36% of marathon runners are business executives. We're proud to help shape what comes next for the sport along with supporting so many of our clients and employees who run with passion every day."
Beyond their economic and charitable contributions, the report highlights the wider social and personal benefits associated with marathon running, including physical and mental health, resilience, productivity and a sense of belonging. These reported benefits were 3.1 times greater for marathoners. Runners also clocked an estimated 46 million hours of training for TCS-partnered races in 2025.
The report estimates that 520,000 people ran their first marathon in 2025, including nearly 157,000 participants at TCS-partnered races. Around one in three runners said they had been inspired to participate by another runner, pointing to the role of running communities in attracting new participants.
The research also examined the impact of marathon partnerships on brand familiarity. Among marathon runners, familiarity with TCS stood at 56%, four times the level among the general public and the largest relative increase recorded for any sponsor studied. The report also found that 18% of marathon runners hold C-suite or board positions, compared with 7% of recreational runners.
Technology is another area highlighted in the report. While 37% of marathon organisers already use artificial intelligence (AI) tools, 59% expect AI to have a high impact on the sport. However, integrating systems remains a key challenge, cited by 63% of organisers as a technology barrier after budget constraints.
The report also identified a gap in the use of technology to support spectators. While 59% of organisers said their technology meets runners' needs, only 30% expressed the same confidence regarding spectators. Among runners, 68% considered smartwatches very or extremely important to their training, while 63% prioritised an official race app with live tracking on race day.
TCS began supporting marathons nearly two decades ago and currently partners with 14 marathons and running events worldwide, including five of the eight Abbott World Marathon Majors. According to the report, TCS-partnered events lead the rankings for both brand strength and economic impact.
The TCS London Marathon ranked as the world's strongest marathon brand, followed by the TCS New York City Marathon. The latter also led among international runners and generated an estimated US$857 million in economic impact, the highest among the marathons studied.
Overall, TCS-partnered marathons and running events engaged nearly 700,000 runners in 2025, providing a platform for the company to connect with clients, employees, partners and communities through participation in the sport.
