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Tech titans tap sport to raise brand value BANGALORE: In a move that has distance stamped all over it, Indian IT companies are turning to an unlikely medium - sport - to build their brand in Western markets. Bangalore-based Wipro sponsored the San Francisco marathon in July. Its also the technology partner for the Sydney marathon. Tata Consultancy Services, Indias largest tech services company, was the name behind the Amsterdam marathon last month at which nearly 30,000 people hit the streets. TCSs other partnerships include marathons in Bangalore, Boston, Chicago, Mumbai and New York, besides tie-ups with Formula 1 racing team Ferrari and pro-cycling team Garmin-CervA©lo. Wipro has a corporate box at Stamford Bridge, Chelsea Football Clubs home ground, which it uses to either entertain clients during games or as reward incentive to employees. They also have the use of a conference room at the arena which they use for training purposes, providing employees with a sporting environment rather than regular office space as they explore and experiment. Back |
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