Tata Consultancy Services (TCS) has partnered with the Rio Marathon as its official AI and technology partner, marking the company's first marathon sponsorship in Latin America.

The partnership will see TCS bring its expertise in artificial intelligence, data analytics and digital technology to the event. The company already sponsors major international races, including the London Marathon, New York City Marathon and Sydney Marathon.

The 2027 edition will mark the marathon's 25th anniversary. TCS said the partnership will draw on its experience supporting other large-scale running events, with a focus on the use of AI and technology to improve the event experience.

According to the Brand Finance Marathons 50 2026 report, TCS-sponsored races generated USD 3.2 billion in economic impact for their host cities in 2025, accounting for 53% of the total generated by the world's 50 leading marathons. The events also raised USD 315 million for charitable causes and attracted nearly 157,000 first-time marathon runners.

The report also found that 37% of race organisers currently use AI, while 59% expect it to have a significant impact on the sector. However, only 30% believe their existing technology adequately serves spectators.

TCS sponsors 14 running events globally, including five of the eight Abbott World Marathon Majors, and engages with nearly 700,000 runners each year.

The company has operated in Latin America since 2002 and employs more than 26,000 people across nine countries. In Brazil, it has a workforce of nearly 7,000 employees across offices in São Paulo, Rio de Janeiro and Londrina, serving clients across the market.

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 USD 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, Dream Factory, added, “It is an honour 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.”