Brands
TCS powers ahead on marathon track, sprinting past $21 billion in brand value
MUMBAI: Tata Consultancy Services (TCS) isn’t just clocking miles – it’s clocking brand mileage. The IT and consulting juggernaut has emerged as a front-runner in Brand Finance ‘Marathons 50 2025’ report, which ranks global sponsors fueling the world’s top running events. With a $2.25 billion economic boost delivered through the marathons it backs, and $279 million raised for charities in 2024 alone, TCS is redefining what it means to be a marathon sponsor.
The report finds that the world’s top 50 marathons together pumped $5.2 billion into their host cities and raised $425 million for charitable causes last year – proving that these 42.195 km spectacles are much more than finish lines and finisher medals. They’re engines of economic and social impact.
TCS, now title sponsor and tech partner of 14 major marathons including five of the Abbott World Marathon Majors, has seen its brand value balloon from $2.1 billion in 2010 to a muscular $21.3 billion in 2025. Among non-runners, its brand consideration is a healthy 27 per cent, while among marathoners it surges to 67 per cent – underscoring the deep engagement running fans have with the brand.
“The Brand Finance report confirms what we’ve known on the ground,” said TCS chief marketing and communications officer Abhinav Kumar. “Marathons move more than bodies – they move hearts, communities, and economies. We’re proud to back 10 of the world’s top 50 races.”
Beyond branding, TCS is fuelling the sport with cutting-edge tech. From AI-powered race-day engagement to the world’s first digital twin heart of a pro runner, the firm is bringing innovation to the track. It’s also leaving green footprints behind – its ReScore app, now used to certify 53 global sporting events, underscores its pledge to sustainability and community well-being.
Brand Finance CEO David Haigh chimed in: “Marathons marry soft power, place branding, and purpose. They’re personal, they’re public, and they’re powerful. TCS is sprinting in the right direction.”
From New York to London and Sydney, TCS is running not just with the pack – but ahead of it, transforming every race into a showcase for tech, sustainability, and shared humanity. A marathon effort that’s clearly paying off.
Brands
FSS names Anand Krishnamurthi head of global digital delivery
Tech veteran to drive AI-first, cloud-led transformation in payments globally
CHENNAI: Financial Software and Systems (FSS), an AI-first payment infrastructure company, has appointed Anand Krishnamurthi as head of global digital delivery.
In his new role, Anand Krishnamurthi will lead FSS’s global digital delivery capabilities, focusing on AI-first and cloud-led transformation while ensuring predictable, high-quality outcomes for customers worldwide. He will be based in Chennai and report to V. Balasubramanian, CEO of FSS.
Bringing 28 years of experience in technology and digital transformation across banking, capital markets, financial services, and insurance, Anand has held senior leadership positions at Cognizant and NuSummit. He is recognised for scaling multi-geography delivery teams, leading mission-critical platforms, and embedding AI-driven automation in complex, regulated environments.
“What drew me to FSS is its deep payments expertise, strong product DNA, and the scale at which its platforms power real-world financial ecosystems,” said Anand Krishnamurthi. “I aim to strengthen delivery predictability, execution rigor, and engineering quality, building empowered teams that deliver measurable customer outcomes. FSS has a unique opportunity to create real-time, AI-infused payments infrastructure that is resilient, secure, and globally scalable.”
V. Balasubramanian added, “Anand’s track record in leading multi-geography delivery programs and AI-first operating models makes him the ideal leader for FSS as we accelerate our AI-driven digital payments business. His leadership will help us raise the bar for outcomes globally.”
This appointment is part of FSS’s broader push to build an AI-powered, cloud-native delivery organisation capable of meeting the evolving needs of banks, fintechs, and financial institutions worldwide.
