NEW YORK -- The New York City Marathon's title sponsorship will be taken over by Tata Consultancy Services starting next year.
Race organizer New York Road Runners announced the eight-year deal with the IT services organization Wednesday. Financial services giant ING had served as the title sponsor since 2003.
The race will be called the TCS New York City Marathon starting in 2014.
TCS had partnered with NYRR on technology since 2010. It is part of the Tata group, India's largest industrial conglomerate.
TCS is looking to increase its profile in other parts of the world, and the marathon reaches an affluent, international audience.
This year's race is scheduled for Nov. 3. The 2012 event was canceled because of damage from Superstorm Sandy.