TCS partners with Rio Marathon as ‘Official AI and Technology Partner’

Metro India News | Hyderabad : Tata Consultancy Services (TCS) has partnered with the Rio Marathon as its Official AI and Technology Partner, marking its first marathon sponsorship in Latin America. The collaboration will bring the company's expertise in artificial intelligence, data analytics and digital innovation to the region's largest street running event. The Rio Marathon, which recently received its first World Athletics Elite Label, is among the fastest-growing events on the international running calendar.

TCS Chief Marketing and Communications Officer Abhinav Kumar noted that its partner races generated $3.2 billion in economic impact, supported wellbeing and raised funds for charities. Dream Factory president Duda Magalhães said the association would strengthen the marathon's international standing and create opportunities for technological improvements. 

According to Brand Finance's Marathons 50 2026 report, TCS-sponsored races generated $3.2 billion for host cities in 2025, accounting for 53% of the top 50 marathons' combined economic impact.  The 2027 edition will mark the Rio Marathon's 25th anniversary. Its 2026 event attracted around 70,000 runners across four distances, generating R$711 million in economic impact.TCS sponsors 14 major running events, including five of the eight Abbott World Marathon Majors.