Tata Consultancy Services (TCS) has been featured in the UN Global Compact’s new report CMO Blueprint for Sustainable Growth, which highlights how marketing is moving beyond storytelling into “storydoing” to advance the UN 2030 Sustainable Development Goals.
One of the spotlighted case studies in this report is ReScore, a cloud-based app developed by TCS that is quietly but powerfully transforming the global sports ecosystem. Commissioned by the Council for Responsible Sport, ReScore enables marathon and sporting event organizers worldwide to measure, reduce, and transparently report their environmental footprint.
In just two years, the app has helped 53 major races worldwide, including the London, Toronto Waterfront, and Chicago Marathons, achieve internationally recognized sustainability certifications.
Its impact includes:
Materials and waste reduction: London Marathon medals are made entirely from recycled zinc alloy.
Natural climate action: Option for every finisher to plant a tree instead of receiving T-shirts.
Energy efficiency: North American marathons achieving ‘Evergreen’ certification through optimized energy use.
As the report notes, CMOs are increasingly being called upon to influence not just perception, but behavior, business practices, and policy impact—a pivotal shift for the marketing function.
Please find attached the press release and the case study of how ReScore is advancing carbon and waste reduction across global sports, which also includes insights into TCS’s broader sustainability journey, including an 84% reduction in Scope 1 & 2 emissions since 2016, and multiple campuses achieving Zero Waste to Landfill Certification.
TCS views marketing not merely as a communications tool, but as a driver of systemic transformation. Through their sponsorships, they showcase how the fusion of technology and marketing can enforce accountability at scale in global industries like sports.
Would you be open to covering this story? We can also arrange an interaction or share a thought leadership piece from TCS on the evolving role of marketing in delivering measurable sustainability impact.
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