Tata Consultancy Services (TCS) has become the Official AI and Technology Partner of the Rio Marathon. The partnership marks TCS’s first marathon sponsorship in Latin America and expands its global sports sponsorship strategy into the region.
The Rio Marathon is one of the fastest-growing events on the international running calendar. Its growing profile received further recognition with its first-ever World Athletics Elite Label. Through the partnership, TCS aims to bring its expertise in artificial intelligence, data analytics and digital innovation to the event, drawing on its experience with major races such as the TCS London Marathon, TCS New York City Marathon and TCS Sydney Marathon presented by ASICS.
Abhinav Kumar, Chief Marketing and Communications Officer at TCS, said: “Our global marathon sponsorships have become a cornerstone of the TCS brand and how we activate it with our clients, colleagues and communities. We are proud of the fact that our partner races create US$ 3.2 billion of economic uplift, improve wellbeing and raise crucial funds for charities. Expanding this strategy to the Rio Marathon makes for a natural evolution, given our growing presence in the Latin America region and the race’s own evolution into one of the top 10 brands in this sport. The iconic city of Rio de Janeiro and its marathon have grand ambitions ahead and we are with them for the long run.”
Duda Magalhães, president of Dream Factory, said: “It is an honor to welcome TCS as a partner of the Rio Marathon. Having a company by our side that is already connected to the world’s major marathons reinforces the scale the event has achieved, as well as our ambition to progress even further. Today, the Rio Marathon ranks among the ten strongest marathon brands globally and is currently experiencing a significant phase of expansion and international recognition. This partnership combines the strength of our platform with TCS’s global expertise in technology and innovation, creating new opportunities to enhance the runners’ experience and expand our presence on the world stage.”
TCS said the partnership builds on its wider sports sponsorship portfolio, which includes 14 major running events worldwide, among them five of the eight Abbott World Marathon Majors. The company engages with nearly 700,000 runners globally each year through these events.
According to the Brand Finance Marathons 50 2026 report, TCS-partnered races generated US$3.2 billion in economic impact for their host cities in 2025, representing 53% of the total generated by the world’s top 50 marathons. The races also raised US$315 million for charitable causes and welcomed nearly 157,000 first-time marathon runners.
The report also points to opportunities for technology innovation across the sector. It found that 37% of race organisers currently use AI, while 59% expect it to have a profound impact. However, only 30% believe their existing technology adequately serves spectators, highlighting an area where TCS expects its technology capabilities to contribute.
The 2027 Rio Marathon will mark the event’s 25th anniversary. The 2026 edition attracted approximately 70,000 runners across four distances, with nearly 75% travelling from outside Rio de Janeiro. The event generated a record economic impact of R$711 million for the city.
TCS also highlighted its long-standing presence in Latin America, where it has operated since 2002. The company employs more than 26,000 professionals across nine countries and serves over 300 clients in the region. Brazil is a key part of its regional operations, with nearly 7,000 employees working across offices in São Paulo, Rio de Janeiro and Londrina.
Through the Rio Marathon partnership, TCS aims to strengthen its engagement with the Brazilian market while connecting its technology business with its focus on community participation, health and well-being.