Tata Consultancy Services and Iron Mountain on why they prefer sports partnerships to sponsorships
At The Drum’s B2B World Fest, senior marketing leaders explored how business-to-business brands are embracing sport as a global storytelling platform.
Sarah Dawson, evp and MD at Wasserman; Karen Feldman, CMO at Iron Mountain; Priyanka Mehra, head of marketing and communications for the UK and Ireland at Tata Consultancy Services (TCS)
Once the preserve of big consumer names, sponsorship and sport-led content are now central to B2B efforts to build visibility, trust and emotional connection in competitive markets.
That was the premise of a discussion at The Drum’s B2B World Fest, Game On: Why B2B is Betting Big on Sport, which featured Sarah Dawson, executive vice-president and managing director at Wasserman; Karen Feldman, chief marketing officer at Iron Mountain; and Priyanka Mehra, head of marketing and communications for the UK and Ireland at Tata Consultancy Services (TCS).
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Feldman explained how Iron Mountain’s partnership with McLaren Formula 1 aligns with its global ambition to connect with audiences in new ways.
“Formula 1 gives us 24 experiences throughout the year across the globe to interact and connect with fans, partners and clients. It’s the perfect platform for a global company like ours to showcase how we’re moving forward,” she said.
For Iron Mountain, she added, sponsorships are about building enduring value. “We think of it as a partnership, not a sponsorship. That means a multi-year strategic relationship, not a transactional one. It’s about proving that investing in the brand will also drive demand and growth.”
Feldman said the brand’s work with McLaren ties its history to future innovation. “You can’t just look forward from today. You have to think about your history and use it to power your growth. That’s how you drive new forms of intelligence and deliver new experiences. The campaign is first and foremost about storytelling. We’re helping McLaren bring heritage to life by using AI to surface unseen moments and turn them into new ways of engaging fans.”
The focus then shifted to Priyanka Mehra, who said sport provides a living showcase of innovation and purpose for Tata CS.
“All 14 marathons [we are partnered with] are a platform for us to show the potential of technology to completely transform not just the runner experience, but the spectator experience. They also act as a prototype for us to test out newer technologies that we can scale across industries.”
She described how TCS is integrating advanced tools into its partnerships. “In the age of AI, we’re exploring concepts like digital twin technology, which TCS champions. We’re trying to bring it to the man on the street to showcase the potential of technology for sport, for health and for improving performance.”
That technology is already in action.
“We created a digital twin of two-time Olympian Bess Linden’s heart, which helps her understand how to improve performance on race day and adapt to conditions or terrain changes,” said Mehra. “It’s just one example of how we’re using these platforms to show the power of technology.”
The visibility benefits have been just as tangible. “Being part of the Tata Group, the largest conglomerate in India but not that well known globally, we’ve seen a huge shift in brand visibility across all our markets through the marathon sponsorships. We’ve been doing this for 17 years and have built a portfolio of 14 marathons globally. We’ve made the case to our leadership that this really moves the needle for us, which is why we’ve expanded our portfolio.”
But, she stressed, impact goes beyond brand metrics. “What we hold dearest is the social impact. The Tata Group is grounded in values of contributing back to the community. The London Marathon set a record for being the largest single-day fundraising event, which we’re incredibly proud to support.”
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Through initiatives such as Team TCS, Mehra said the company connects sport to purpose. “We encourage teachers to run the marathon. When children see their teachers taking part, it inspires a generation to make fitness part of their lifestyle. It’s a different and innovative way to send a powerful message.”
Sustainability and wellbeing also play a role. “London Marathon Events earned evergreen status this year, making it one of the most sustainable sporting events globally,” Mehra noted. “This all began as an employee wellbeing initiative. In the IT industry, people lead very sedentary lives and our chairman wanted to create something that would get everyone up, active and running.”
The discussion revealed a new playbook for B2B marketers: treating sport not just as a sponsorship vehicle, but as a platform for technology, purpose and human connection that resonates far beyond the boardroom.
