On Sunday, hundreds of thousands of runners and spectators from around the world gathered in New York City to celebrate endurance, achievement, and community. Yet, this bright imagery masks the grim reality of the marathon’s title sponsor, Tata Consultancy Services (TCS), a company complicit in the genocide of the Palestinian people.

In the weeks leading up to the largest marathon in the world, the “TCS” logo has become ubiquitous across the five boroughs. From special-edition New Balance “TCS Marathon” shoes that light up Times Square, to TCS-branded half-zips donned by every other runner in Prospect Park, reminders of the upcoming race are everywhere. 

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