Tata Consultancy Services (TCS) has expanded its marathon sponsorship to Rio, marking its first Latin American race. TCS will serve as the official AI and technology partner for the Rio Marathon starting in May 2027. This partnership brings TCS's total sponsored events to 14, including five World Marathon Majors.
TCS plans to introduce artificial intelligence, data analytics, and digital tools to enhance the Rio Marathon experience. The company has not disclosed specific race day applications but has similar initiatives in Paris. The partnership aims to improve the runners' experience, according to event promoter Dream Factory. Read more culture coverage.
The 2026 Rio Marathon saw a record 70,000 participants and an economic impact of R$711 million. The race has also increased its prize money to $270,000, the highest in Latin America. Rio is currently not a candidate for the World Marathon Majors but is preparing for potential future applications. Related: First NYC Marathon Experience: A Runner's Journey.
This original Runner World brief is based on reporting from Marathon Handbook. Visit the source for its complete reporting, context and any later corrections.