TCS, partners with CRS, becomes Title Sponsor and Technology Partner of Toronto Waterfront Marathon Through 2026

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Tata Consultancy Services, on Tuesday, announced that it has partnered with Canada Running Series (CRS) to become the new title sponsor and official IT services and technology consulting partner of the Toronto Waterfront Marathon and Virtual Race through November 2026.

The organizations are aiming to modernize marathon running in Canada through a new official race app. It will have a first-of-its-kind environmental impact calculator that will enable runners and spectators to track and offset their environmental impact. TCS will also collaborate with CRS to develop a hybrid and engaging race experience for all participants and spectators worldwide.

“Running a marathon makes you believe that you can accomplish anything. We can’t wait to channel the spirit of building on belief by enhancing the Toronto Waterfront Marathon experience with innovative technology and trailblazing sustainability initiatives in our local communities.”

Soumen Roy, Executive Director and Country Head, TCS Canada

The official race app will allow viewers to create digital cheer cards and share messages of encouragement on social media, as well as follow both in-person and virtual runners on the same racecourse map. Runners will be able to send a link to friends and family that will instantly download the app and add them to the list of people who will be tracked. The application will also include augmented reality features that became popular during the pandemic to help both in-person and virtual runners.

“We’re excited to begin our partnership with TCS and join a family of global, leading-edge marathons. It’s a unique opportunity to take our World Athletics Gold Label event to the next level and beyond, to greatly enhance the runner experience though innovative technology, to showcase athletic excellence, and to have a broader impact in building a healthy, caring, and sustainable Toronto. The new TCS Toronto Waterfront Marathon race app will be a symbol of our collaboration that will connect, sustain and inspire us all whether we are participating in-person or virtually, from anywhere around the globe.” 

Charlotte Brookes, Event Director of CRS & the Toronto Waterfront Marathon

By 2022, CRS intends to obtain Evergreen Certification, and TCS will provide 32,000 person-hours to help the TCS Toronto Waterfront Marathon become Canada’s most environmentally friendly race. It will be the first and only race in Canada to receive this level of environmental certification from the Council of Responsible Sport when it is completed.

To play their part in technology and sustainability, TCS and CRS will also add two new Charity Partners: Trans Canada Trail and Trees for Life Canada. Runners will have the opportunity to donate money towards the respective initiatives of the partners.

“It is great news that the Toronto Waterfront Marathon will be greener next year,” said David Piccini, Minister of the Environment, Conservation and Parks. “New tools will help participants to quantify and reduce their environmental impact while getting outside and enjoying the shores of Lake Ontario, and I commend TCS for their commitment to reducing the footprint of this flagship event.”

Trans Canada Trails is creating accessibility mapping across its more than 28,000 km of National Trails through its initiative AccessNow, while Trees for Life is running tree planting projects along the TCS Toronto Waterfront Marathon racecourse. 

Besides this, the tech giant has got the new title and technology sponsor of the TCS London Marathon this year and also got the renewal of its title and technology sponsorship of the TCS New York City Marathon.

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