Head of Global Sports Sponsorships, TCS
A fitness enthusiast, sports marketer and business strategist, Michelle started at Tata Consultancy Services (TCS) in 2014 and is currently the Head of Global Sports Sponsorships. TCS is one of the world’s top three IT services and consulting firms. TCS combines industry expertise and inventive technology to create business-changing digital solutions for our clients.
Michelle is responsible for the strategy and execution of TCS’ Premier Partnership with New York Road Runners and title sponsorship of the TCS New York City Marathon in addition to oversight of all of TCS’ global sports sponsorships. TCS’ global sponsorships include 22 races and events such as title sponsorship of the Amsterdam Marathon, Mumbai Marathon and Lidingoloppet (the world’s largest cross-country running event in Sweden). TCS is a supporting level sponsorships of the Boston Marathon, Bank of America Chicago Marathon, Virgin Money London Marathon and the Singapore Marathon.
Michelle works with both local marketing teams and global innovation specialists to leverage cutting edge technology to add value to TCS sponsored events for participants, spectators and TV viewers. The TCS New York City Marathon Mobile App has won numerous awards for its ability to track runners in real-time, allowing spectators to know where their runner is every step of the race.
Prior to joining TCS, Michelle worked in the sports marketing field for over 18 years, as Director of Sponsorships for New York Road Runners and Sales and Event Manager for Disney Sports in Orlando, Florida. Michelle has a BS degree in Sports Information from Ithaca College and a Masters’ Degree in Sports Management from the University of Massachusetts.