Tata Consultancy Services (TCS) has become the Official AI and Technology Partner of the Rio Marathon, marking the Indian IT company's first marathon sponsorship in Latin America. The partnership was announced on Wednesday, 11 November 2026.

The Rio Marathon is Latin America's largest street running event, and it recently earned its first World Athletics Elite Label. TCS plans to bring artificial intelligence, data analytics and digital innovation to the race, building on its existing marathon partnerships in London, New York City and Sydney.

Record scale in 2026

The 2026 edition of the race registered about 70,000 runners across four distances, with nearly 75 per cent of participants travelling from outside the city. The event generated a record economic impact of 711 million reais for Rio de Janeiro, according to the organisers.

The 2027 edition will mark the 25th anniversary of the race, which TCS described as having reached an unprecedented scale.

TCS presence in Latin America

TCS has operated in Latin America since 2002, employing more than 26,000 professionals across nine countries, including nearly 7,000 in Brazil across Sao Paulo, Rio de Janeiro and Londrina. The Rio Marathon deal extends a sports sponsorship strategy that already covers some of the world's best-known city marathons, and it puts the company's technology at the centre of the region's biggest running event as it prepares for its anniversary year.