In an interview with CNBC on Tuesday, Michelle Taylor, TCS' head of global sponsorships, said aligning with the races helps the firm "humanize our brand" and educate participants and spectators about its services.
"Through these sponsorships, we're able to better articulate who we are," Taylor said. "When we're able to showcase our technology through a lens that people can better understand, a sport they have a passion around — that really helps us make an authentic connection."
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RAIN...RUNNING....UMBRELLA .