WHY ONE COMPANY WENT ALL IN ON MARATHONS

Summary from the TLDR Marketing newsletter

Rather than spreading sponsorship across multiple sports, TCS chose to focus exclusively on marathons to build deeper, more personal relationships with customers and employees. With a third of its 600,000 employees identifying as runners, the company activates hospitality, tech tools, and branding across 14 global races to turn each event into a brand experience. The approach drives both emotional relevance and business value, with up to $20 million in media exposure per race and a significantly higher brand lift among marathon participants.