Tata Consultancy Services announced its priorities and new innovations as title partner, to enrich the TCS London Marathon experience through technology, and to make the event more sustainable, inclusive, accessible, and enjoyable. Through the six-year partnership, TCS will prioritise enhancing the participant and supporter experience of the event to deliver on TCS London Marathon's vision of inspiring sports-related activities and charitable
giving. TCS has launched several new features for its official race app, which in 2021 set a record by being downloaded nearly 500,000 times. It is now available for download on the iOS App Store and Google Play Store. The new app features include: The Belief Booster feature enables supporters to share encouraging messages for participants. A selection of messages will be displayed on the finish line LED gantry as runners approach the famous TCS London Marathon finish line on The Mall. Messages will also be shared in a post-race email to the participant, along with an option to upload to social media. Event participants could already allow up to three spectators to find their live location on the course in London. This feature is now available for virtual participants too, so they can share their actual live location, as opposed to their distance run being shown on the TCS London Marathon course.
TCS will continue to promote the innovative use of technology to transform marathon experience for everyone. This year TCS is providing an enhanced data warehouse with conceptual data modelling, which has helped London Marathon Events (LME) derive customer insights from diverse datasets to support decision making and strategy.