Tata Consultancy Services announced that it has signed an eight-year contract with New York Road Runners to extend its title and technology sponsorship of the TCS New York City Marathon through 2029. TCS' sponsorship of global running events will also be highlighted in a new advertising campaign which debuts on July 21, 2021. TCS' extended partnership with NYRR follows its announcement earlier this month that it will become the new title sponsor of the London Marathon starting in 2022. Collectively, TCS plans to invest $30 million to $40 million annually in global running sponsorships and related community programming from 2022 to 2029. As part of the sponsorship, TCS will launch a new version of its TCS New York City Marathon App that incorporates augmented reality features that became popular for virtual races during the pandemic. The new version will include features to support both in-person and virtual runners along with surprise-and- delight AR experiences. Fans and athletes will be able to access real-time runner tracking, digital cheer cards, and a finishing-time predictor.