Lidingöloppet and title sponsor TCS strengthen their collaboration

TCS Lidingöloppet enhances its collaboration with the title sponsor Tata Consultancy Services (TCS).

Lidingöloppet and title sponsor TCS strengthen their collaboration

This means that TCS Lidingöloppet secures its position as the world's largest cross-country race, offering a great outdoor experience for all runners, with innovative digital services for participants, audiences, and relatives. Over the years, TCS has strongly enhanced the participant experience during TCS Lidingöloppet by, among other things, developing the start and finish areas, launching attractive event modules along the course, and by developing the official event app.

- TCS understands the importance of investing in physical activity, and knows that running plays a central role for improved health and increased well-being. Together with TCS, Lidingöloppet will develop the running experience for everyone. We will also work to encourage people to exercise more to improve public health in Sweden. Our races throughout the year constitute motivation for thousands to begin training routines to get in shape, says Cecilia Gyldén, Secretary General of TCS Lidingöloppet.

Improved public health
TCS works actively to encourage its employees and customers to a healthier lifestyle and has for long been a partner of some of the world's leading running races, such as the TCS Amsterdam Marathon, the TCS New York Marathon and the London Marathon. TCS has been a partner of TCS Lidingöloppet for five years. The new agreement encompasses three years (two plus one).

-We are very pleased with the extension of the collaboration and to continue to be the title sponsor and official technology partner of TCS Lidingöloppet, says Avinash Limaye, Regional Manager for TCS in Scandinavia. Health and well-being is something TCS cherishes and running is an important part of that. Therefore, especially at a time like this, we are very proud to be able to contribute to enabling TCS Lidingöloppet and all the other races we collaborate with around the world.

Digital and physical meetings
The goal of TCS sponsorship of leading international athletic events, such as TCS Lidingöloppet, is to promote a healthier lifestyle and at the same time to showcase their ground-breaking technical solutions.

- Through the collaboration, TCS gets good opportunities to deepen relationships with their customers and employees. At the same time, they strengthen their brand towards active people with a healthy lifestyle, which are attracted by challenges such as TCS Lidingöloppet. Both before the race, by digitally cheering their most important target groups and in the meetings with them on one of the most classic Swedish running arenas. We also look forward to develop our strong position in sustainability together with TCS, an area where IT plays an increasingly important role, says Fredrik Montgomery, Head of Marketing and Communication, TCS Lidingöloppet.


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