TCS partners with Toronto Waterfront Marathon and Virtual Race

Tata Consultancy Services 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.

This news follows TCS' renewal of its title and technology sponsorship of the TCS New York City Marathon, as well as becoming the new title and technology sponsor of the TCS London Marathon this year.

TCS and CRS aim to modernize marathon running in Canada through a new official race app. It will offer a first-of-its-kind environmental impact calculator that will enable runners and spectators to track and offset their environmental impact. TCS will also work with CRS to create a hybrid and immersive race experience for all runners and spectators around the globe.

The official race app will offer unlimited tracking of both in-person and virtual runners on the same racecourse map and let spectators create digital cheer cards to share messages of encouragement on social media. Runners will be able to share a link to friends and family that automatically initiates the app download with them already selected to be tracked. In addition, the app will incorporate augmented reality features that became popular during the pandemic to support both in-person and virtual runners, along with offering surprise-and-delight experiences.

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