MAM
After Graf, hubby Andre Agassi inks deal with adidas
MUMBAI: Tennis superstar Andre Agassi and adidas have entered into a long-term partnership starting with the Mercedes-Benz Cup in Los Angeles on 25 July.
This agreement also offers a wide range of marketing opportunities as the world’s most famous sports couple, Andre Agassi and Steffi Graf, are now part of the adidas family. Graf, who has been with adidas throughout her career, has just like Andre been one of the most successful and admired athletes in the world.
From now on, Agassi will be exclusively wearing adidas footwear and apparel.
“I’m excited about my new partnership with adidas. Our relationship not only means that I will be working with one of the best brands in the world but, more importantly, also provides support to my foundation. Together, we will be able to give more at-risk kids a chance to succeed,” said Agassi.
“We are very much looking forward to what this new partnership will mean beyond our business in the traditional sense, especially in the US, for many years to come. Andre is indisputably one of the biggest athletes of the 21st century and we are excited to support Andre not only with the best product on court, but also through his foundation. We will be working closely with him on various initiatives well beyond the sport of tennis,” said adidas-Salomon AG executive board member responsible for Global Marketing Erich Stamminger.
In tennis, top athletes such as recently signed Andre Agassi, Justine Henin-Hardenne, Marat Safin and Guillermo Coria as well as adidas ambassadors such as Steffi Graf, Stan Smith, Ilie Nastase and Martina Hingis wear state-of-the art adidas tennis products.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
