TCS has extended its sponsorship of the New York City Marathon until 2029 ©Getty Images

The New York City Marathon’s headline sponsorship deal with Tata Consultancy Services (TCS) has been extended to 2029.

The company will launch an updated version of its TCS New York City Marathon app, featuring augmented reality (AR) and supporting fans and athletes through a series of tools, including real-time runner tracking, digital cheer cards and a finishing time predictor.

It will also donate $4 million (£2.91 million/€3.4 million) to youth and community programmes led by New York Road Runners (NYRR), who have organised the race since its inception in 1970.

This includes the Rising New York Road Runners programme, which incorporates physical education into the school day.

Kerin Hempel, chief executive of NYRR, expressed his delight that the partnership will continue.

"At NYRR, we are thrilled to extend our incredible partnership with TCS for the next eight years," he said.

"Since 2014, TCS has helped us transform our runners’ experience through technological advancements, while also providing tremendous support of our community programs across the five boroughs.

"TCS and NYRR have shared core values, commitment to service, and passion for innovation, and I can’t wait to see what we co-create in our next chapter together."

TCS plans to invest between $30 million (£21.88 million/€25.43 million) and $40 million (£29.18 million/€33.91 million) each year on global running sponsorships from 2022 to 2029 under the campaign title "We Believe."

The biggest marathon event in the world will return this November after last year's cancellation ©Getty Images
The biggest marathon event in the world will return this November after last year's cancellation ©Getty Images

The IT company will also be title sponsor for the London Marathon from next year until 2027.

As part of its extended sponsorship deal with the New York City Marathon, TCS also plan to develop a marathon version of their goIT STEM education contest to encourage students to create an app promoting active lifestyles, and the Team TCS Teachers Programme offers rewards such as a VIP race day experience to 50 teachers from North America.

Surya Kant, the North America chairman of TCS said: "We are delighted to extend our sponsorship of the TCS New York City Marathon, the foremost running event in the world.

"We sponsor running events across the world because we want to inspire local communities to live healthy and active lifestyles, and also because of the obvious parallels between marathons and the growth and transformation journeys that we help our customers undertake.

"Running a marathon makes you feel that there’s nothing you can’t do.

"With each step, you’re building on belief."

The New York City Marathon is the largest 42-kilometre race in the world, featuring more than 50,000 runners the last time it was held in 2019.

The COVID-19 pandemic saw last year’s event run virtually from October 17 to November 1.

It is due to return this year on November 7.