Last weekend, I had the opportunity to participate in the first TCS Lidingöloppet, the Swedish cross country race – an event which has been held near Stockholm for over five decades. As the new title sponsor, there was a big turn out from runners in our company – something like 400 of my fellow TCS colleagues rose to the challenge, including 7 of us from Norway.
Our five-year partnership as title sponsor is a first for Lidingöloppet in all its 53 years of existence but being a sponsor for events like this is a part of our company DNA. As it goes, running is a passion for many TCS’ers including our CEO. We currently partner with eight of the world’s leading races, including title sponsorships of the TCS Amsterdam Marathon and TCS New York City Marathon as well as being the Official Technology Partner of the Virgin Money London Marathon.
The race on Saturday was not just a success for those that participated but it was also a showcase for what we can deliver on a digital level. In our capacity as Official Technology Partner, TCS brought TCS Lidingöloppet into the 21st century with a dedicated smartphone app that offered practical event information as well as tracking data and insights on runners’ performance to spectators and participants alike.
I was very impressed by the work the executive team of Lidingöloppet, race volunteers, runners and spectators did to turn this into such a success. It also great to receive positive feedback from the event organizers who are unanimous in their view that Lidingöloppet has taken a significant step forward this year through the partnership with TCS.
As country manager for TCS Norway, I underwrite both the importance of community outreach and the health benefits that running offers. With that in mind, I would be delighted to see TCS developing closer ties to events of this nature and to the Norwegian community in general.
Running truly is pastime everyone can enjoy.