Sports
Why one company went all in on marathons
If you’ve ever run or attended a marathon, odds are you’ve seen the letters “TCS.” Tata Consultancy Services (TCS), a B2B tech services company, currently has 14 active marathon partnerships, including sponsorships with five of the seven World Marathon Majors. In total, TCS has a portfolio of 40 endurance running sponsorship deals, according to Global […]


If you’ve ever run or attended a marathon, odds are you’ve seen the letters “TCS.”
Tata Consultancy Services (TCS), a B2B tech services company, currently has 14 active marathon partnerships, including sponsorships with five of the seven World Marathon Majors. In total, TCS has a portfolio of 40 endurance running sponsorship deals, according to Global Chief Marketing Officer Abhinav Kumar.
Outside of its presence in running, though, TCS is scarce in sports.
“Once we discovered the magic of marathons, we [made] a decision about 15 years ago that we shut down everything else,” Kumar told Marketing Brew. Now, the company’s entire sports marketing portfolio, with the exception of a title sponsorship of the Jaguar Formula E team, is centered on running.
TCS started sponsoring marathons a couple of years after its 2004 IPO, with the goal of raising its brand profile, Kumar said. Since then, the brand has found that focusing on the running world helps the company connect more deeply with its customers and employees, many of whom are runners themselves.
Off to the races
Every runner remembers their first marathon, and some sponsors do, too. TCS’s was the Mumbai Marathon in 2008, now called the Tata Mumbai Marathon, which was part of a 10-year deal inked in 2017. Before that naming rights deal, the Amsterdam Marathon became the brand’s first title sponsorship of a race in 2010, Kumar said.
Before the push into marathons, TCS was active in sports like Formula 1, cycling, and cricket, which brought with them their own set of benefits. F1 in particular allowed TCS employees to give clients access to race-day experiences, like meet and greets with drivers, Kumar said.
But after Mumbai, Amsterdam, and a partnership with New York Road Runners, the organization behind the New York City Marathon, TCS quite literally hit the ground running.
“As we started discovering the sport, I think we had a light-bulb moment,” he said. “Unlike many of the other sports where you have a fantastic spectator and hospitality experience, the difference here is that our customers, partners, and colleagues who participate in this sport are actually the athletes.”
Across the 14 marathons TCS sponsors each year, about 8,000 employees and 4,000 customers participate, according to Kumar. Of the company’s 607,000 employees, one-third of them are runners in some capacity, he added. The sport doesn’t just offer a point of connection for the brand and its stakeholders, but offers a chance to form deeper ties.
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“Everyone has their unique reasons to do it, but their emotional involvement with this is just phenomenal,” Kumar said. “And look, in the sector we are in, in B2B technology services, usually it’s not a sector that you get emotional or excited about.”
Track-ing
In addition to title sponsorships, TCS aims to show up at its marathons with activations that support its staff and clients, as well as the rest of the runners. At the New York City Marathon, for instance, the company sets up hospitality tents at the start and finish lines with amenities like food, drinks, and stretching services for TCS runners. TCS also books out Tavern on the Green in Central Park, where runners’ families can wait for them to finish, and where runners can enjoy massages when they’ve completed their 26.2 miles, Kumar said.
Non-TCS runners will encounter the company’s branding along the route, as well as on shirts and other race merchandise. And to reach beyond its stakeholder base, TCS also showcases its tech at marathons with services like virtual course maps and mobile apps with features like runner tracking and predicted finish times. In 2023, TCS debuted the Future Athlete Program, partnering with Boston Marathon champion and two-time Olympian Des Linden to create and analyze a digital replica of her heart.
While TCS strives to help the runners, marathons help TCS brand in turn: A recent report from the company found that its brand consideration among nonrunners is 27%, but among marathoners, that number jumps to 67%. For some of the bigger races broadcast around the world, TCS sees between $10 million and $20 million in equivalent media value, Kumar added.
It’s a symbiotic relationship with the broader running ecosystem as well, which doesn’t tend to see as much sponsorship interest as some other major sports despite the increasing number of marathons around the world, he said.
“I think that will change with time,” Kumar said. “While it may be undernourished from [a sponsorship] point of view…running as a sport is exploding, so we’ll see more and more on this front.”
Sports
Johnson Places 22nd in 400 Hurdles at NCAAs
Story Links PHOTO GALLERY EVENT RESULTS (PDF) EUGENE, Ore. – Graduate student Marcus Johnson was 22nd overall in the first round of the 400 hurdles at the NCAA Outdoor Championships on Wednesday evening at Hayward Field. In the process, he […]

EUGENE, Ore. – Graduate student Marcus Johnson was 22nd overall in the first round of the 400 hurdles at the NCAA Outdoor Championships on Wednesday evening at Hayward Field. In the process, he concluded his prolific career at Binghamton and will earn honorable mention All-America honors when the United States Track & Field and Cross Country Coaches’ Association (USTFCCCA) makes their official announcement following the four-day meet.
Running in the second of three eight-runner heats, Johnson was seventh with a time of 52.27. The top two finishers in each heat – plus the next three fastest times, advanced to Friday’s final round.
The USTFCCCA will make its All-America announcement on Monday. Places 1-8 in each individual event earn first-team accolades while finishers 9-16 receive second-team status. Places 17-24, meanwhile, earn honorable mention distinction.
Johnson is the first Binghamton men’s track & field athlete to qualify for the NCAA Division I Outdoor Championships since Dan Schaffer in the 5,000 during the 2022 season. He is also the team’s fifth NCAA Division I outdoor qualifier all time, joining Schaffer, pole vaulter Rory Quiller (2006-08) as well as middle distance runners Erik van Ingen (2010-12) and Jesse Garn (2015-16).
For his career, Johnson is a five-time America East champion and two-time NCAA East Region qualifier. At last month’s conference outdoor meet, he was named the Most Outstanding Men’s Track Athlete.
Sports
Park Center Boys Volleyball Loses State Tournament Opener
4:16 PM | Wednesday, June 11, 2025 The Park Center boys volleyball team qualified for the first MSHSL sanctioned state tournament. The Pirates are the eighth seed for the tournament and though they were competitive in the first two sets, they lost to top seed Eden Prairie 25-19, 25-18, 25-14 in the quarterfinal round. Park […]

4:16 PM
Wednesday, June 11, 2025The Park Center boys volleyball team qualified for the first MSHSL sanctioned state tournament.
The Pirates are the eighth seed for the tournament and though they were competitive in the first two sets, they lost to top seed Eden Prairie 25-19, 25-18, 25-14 in the quarterfinal round.
Volleyball
CCX News – Daily Sportscast
Sports
Faces of Coronado Recreation Services: Tiara Gonzales
Meet Tiara Gonzales, a Recreation Specialist who has quickly become a valued and versatile member of the Parks & Beaches Division since joining the team in March 2025. Born and raised in San Diego, Tiara brings both local roots and fresh perspective to her role. With a bachelor’s degree from the University of San Diego […]

Meet Tiara Gonzales, a Recreation Specialist who has quickly become a valued and versatile member of the Parks & Beaches Division since joining the team in March 2025.
Born and raised in San Diego, Tiara brings both local roots and fresh perspective to her role. With a bachelor’s degree from the University of San Diego and currently pursuing her master’s in Hospitality and Tourism Management at San Diego State University, Tiara’s educational background is matched by her passion for community engagement and event planning.
Her positive attitude, flexibility, and eagerness to adapt to the many moving parts of her position have made her a standout addition to the division. Whether she’s checking on parks or stepping in to support colleagues, Tiara consistently approaches her work with enthusiasm and professionalism.
“I was drawn to Coronado because of the small community feel,” Tiara shares. “I love being part of special days and events that spark joy for the community.” From local celebrations to seasonal programs, she finds purpose in the details that create meaningful moments for residents and visitors alike.
Outside of work, Tiara stays active as a high school softball coach and enjoys time with her husband and their dog, Zeus. A fun fact? Her family runs a non-profit horse sanctuary, further reflecting her compassionate nature and commitment to giving back.
We’re lucky to have Tiara on our team. Her dedication, upbeat energy, and community-centered spirit continue to make a positive impact every day. Thank you, Tiara, for all that you do!
Sports
Every DI track and field record broken in 2025
Share After 20-plus collegiate records fell in 2023 and 25-plus records in 2024, the 2025 track and field season figures to continue the record-shattering performances. Here’s a list of every collegiate record broken during the 2024-25 DI track and field season. Women’s outdoor records DATE EVENT ATHLETE SCHOOL MARK 2/22/25 60 meterhurdles Inara Ukawuba California […]

After 20-plus collegiate records fell in 2023 and 25-plus records in 2024, the 2025 track and field season figures to continue the record-shattering performances. Here’s a list of every collegiate record broken during the 2024-25 DI track and field season.
Women’s outdoor records
DATE | EVENT | ATHLETE | SCHOOL | MARK | |
---|---|---|---|---|---|
2/22/25 | 60 meter hurdles |
Inara Ukawuba | California | 8.46s | |
3/29/25 | 4×800 meter relay |
Liam Anna Podojil Ainsley Erzen Sanu Jallow Analisse Batista |
Arkansas | 8:16.12 | WATCH |
3/29/25 | Pole vault | Brynn King | Roberts Wesleyan | 4.75m | WATCH |
4/18/25 | 3000 meter steeplechase |
Doris Lemngole | Alabama | 9:10.13 | |
4/25/25 | 300 meter hurdles |
Saira Prince | Arkansas | 39.63s | WATCH |
4/26/25 | Mile | Şilan Ayyildiz | Oregon | 4:25.50 | |
5/3/25 | Pole vault | Amanda Moll | Washington | 4.76m | WATCH |
5/19/25 | Pole vault | Amanda Moll | Washington | 4.78m | WATCH |
Men’s outdoor records
DATE | EVENT | ATHLETE | SCHOOL | MARK | |
---|---|---|---|---|---|
2/15/25 | Weight throw | Ryan Johnson | Iowa | 24.59m | |
2/22/25 | 60 meters | Chase Williams | California | 6.86s | |
3/27/25 | 1500 meters | Liam Murphy | Villanova | 3:33.02 | WATCH |
3/29/25 | 10,000 meters | Ishmael Kipkurui | New Mexico | 26:50.21 | WATCH |
4/13/25 | Discus | Mykolas Alekna | California | 75.56m^ | WATCH |
4/18/25 | 5,000 meters | Habtom Samuel | New Mexico | 13:05.87 | WATCH |
6/11/25 | Decathlon 100 meters |
Peyton Bair | Mississippi State | 10.25 | WATCH |
^ World record
Women’s indoor records
DATE | EVENT | ATHLETE | SCHOOL | MARK | |
---|---|---|---|---|---|
12/7/24 | 5000 meters | Doris Lemngole | Alabama | 14:52.57 | WATCH |
2/14/25 | Distance Medley Relay (DMR) |
Carmen Alder, Meghan Hunter, Tessa Buswell, Riley Chamberlain |
BYU | 10:37.58* | WATCH |
2/15/25 | Mile | Şilan Ayyildiz | Oregon | 4:23.46 | WATCH |
2/15/25 | Pole Vault | Amanda Moll | Washington | 4.88m | WATCH |
2/21/25 | Distance Medley Relay (DMR) |
Julia Nielsen, Moriah Oliveira, Mia Barnett, Silan Ayyildiz |
Oregon | 10:42.05 | WATCH |
2/28/25 | Pole Vault | Amanda Moll | Washington | 4.91m | WATCH |
3/15/25 | 400 meters | Isabella Whittaker | Arkansas | 49.24s | WATCH |
*All-conditions best (ran on oversized track)
Men’s indoor records
DATE | EVENT | ATHLETE | SCHOOL | MARK | |
---|---|---|---|---|---|
12/7/24 | 3000 meters | Ethan Strand | North Carolina | 7:30.15 | WATCH |
1/18/25 | 600 yards | Jenoah McKiver | Florida | 1:05.75* | WATCH |
1/18/25 | 1000 meters | Tinoda Matsatsa | Georgetown | 2:16.84 | WATCH |
2/1/25 | Mile | Ethan Strand | North Carolina | 3:48.32 | WATCH |
2/1/25 | 1500m | Ethan Strand | North Carolina | 3:33.41 | WATCH |
2/8/25 | 1500m | Gary Martin | Virginia | 3:33.41 | WATCH |
2/14/25 | Distance Medley Relay (DMR) |
Ronan McMahon-Staggs, Bodi Ligons, Kyle Reinheimer, Nathan Green |
Washington | 9:14.10^ | WATCH |
2/21/25 | Distance Medley Relay (DMR) |
Wes Porter, Alex Sherman, Conor Murphy, Gary Martin |
Virginia | 9:14.19 | WATCH |
*World indoor best
^ World record
Sports
Pair of Little Rock student-athletes earn OVC Community Service Awards
Story Links BRENTWOOD, Tenn. – The Ohio Valley Conference announced its 18 Community Service honorees Wednesday morning. Among those were two Little Rock student-athletes. Senior women’s golfer Katja Mueller and men’s cross country/track and field athlete Joel Allen were both honored. The awards, first bestowed in 2022-23, are based on activities […]

BRENTWOOD, Tenn. – The Ohio Valley Conference announced its 18 Community Service honorees Wednesday morning. Among those were two Little Rock student-athletes. Senior women’s golfer Katja Mueller and men’s cross country/track and field athlete Joel Allen were both honored.
The awards, first bestowed in 2022-23, are based on activities that took place during the 2024-25 academic year and recognize outstanding student-athletes for the contributions they make away from athletics, both on campus and in the community. OVC member institutions who competed in the league during the 2024-25 academic year were able to select a maximum of one male and one female student-athlete from their institution to be honored.
“The OVC has always been about a sense of community,” said OVC Commissioner Beth DeBauche. “We are delighted to continue to bestow these awards to these outstanding student-athletes who are giving back to their communities.”
Mueller, who graduated in May with a degree in Business Administration Management, was an active volunteer around campus and in the community. The Rhineland-Platinate, Germany native volunteered at Little Rock volleyball, swimming and soccer events. She also worked at the inaugural Simmons Bank Championship at Pleasant Valley Country Club in Little Rock and volunteered at five other golf tournaments. She served at the Little Rock Animal Village and contributed a total of 69 volunteer hours during the 2024-25 school year.
Mueller, a 2024 WGCA All-American Scholar, was a four-year letter-winner for the Trojans and finished 15th in the OVC Tournament this spring. The Trojans finished second in the OVC Tournament as a team and won the event last spring.
Allen, a native of Youngsville, La., served Little Rock SAAC as a Community Engagement Officer for a year and also helped lead Little Rock DEI Week student engagement initiatives. During his Little Rock career, Allen medaled once in the Men’s 10,000 meters and won gold in the Men’s 3,000 Steeplechase, including winning the event the last two years during the Little Rock Invitational.
He coordinated volunteers at Little Rock athletic events for two years and was active volunteering at on-campus events for his four-year stint on campus. Allen also led student-athlete volunteers at the Little Rock Marathon and totaled 29 volunteer hours this school year.
Sports
Gophers Kostas Zoltas, Angelos Mantzouranis go 1-2 at NCAAs
Zaltos won the event with a personal-best throw of 256 feet, 2 inches. Zaltos reached that distance in the final of his four throws. Mantzouranis was second with an effort of 252-6. The winning distance by Zaltos is the sixth-best throw in NCAA history. Zaltos’ championship was the 11th individual NCAA outdoor championship in program […]
Zaltos won the event with a personal-best throw of 256 feet, 2 inches. Zaltos reached that distance in the final of his four throws. Mantzouranis was second with an effort of 252-6. The winning distance by Zaltos is the sixth-best throw in NCAA history.
Zaltos’ championship was the 11th individual NCAA outdoor championship in program history. The most recent to win was Obsa Ali in the 3000-meter steeplechase in 2018.
Mantzouranis, a sophomore, and Zoltas, a senior, went into the event ranked No. 1 and No. 2, respectively, in the events. Mantzouranis had the top throw in the nation this spring, 257-11; that is the third-best throw in NCAA history. Before Wednesday, Zaltos’ season-best throw was 255-7.
The Gophers’ 4×100 meter relay team of Zion Campbell, Kion Benjamin, Aaron Charles and Devin Augustine qualified for Friday’s finals with a time of 38.16 seconds in Wednesday’s semifinals.
Christian Martin finished 17th in 110-meter hurdles semifinals and did not advance to the finals.
Also competing for the Gophers on Wednesday were Jak Urlacher in the pole vault final and Charles Godfred in the long jump final. Godfred, who won the Big Ten Conference title, is ranked No. 2 in the nation.
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