Activists demand New York Marathon drop Tata sponsorship over ties to Israel

As the campaign gains traction, organizers are pressing NYRR to respond, arguing that maintaining Tata as a sponsor contradicts values of inclusivity and equality celebrated by the marathon and its participants

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A coalition of activists has launched a campaign urging the New York City Marathon to end its partnership with Tata Consultancy Services (TCS), citing the company’s links to Israeli military and technology industries that support the occupation of Palestinian territories. The campaign, named “Tata Bye Bye,” accuses Tata Group, one of India’s largest business conglomerates, of enabling Israel’s control over Palestinians through IT and military services.

The TCS New York City Marathon, managed by New York Road Runners (NYRR), is the world’s largest marathon, drawing over 51,000 participants in its latest run. Organizers of the campaign, led by New York-based South Asian activist group Salam, have intensified calls for NYRR to replace Tata as a lead sponsor. Activist Aman from Salam asserted, “Tata’s involvement in Israel extends beyond technology; it directly enhances Israel’s military capabilities.”

The campaign highlights TCS’s contracts to support Israel’s defense through cloud services, part of Project Nimbus, which provides infrastructure for the Israeli government and military. Similar projects have faced backlash from employees at companies like Amazon and Google, who have urged these firms to end their participation in the $1.2 billion deal linked to the Israeli military.

• The timing of this campaign coincided with the passing of Ratan Tata, whose legacy in Indian business extended Tata Group’s influence globally

• Though widely respected, Tata’s corporate history has faced scrutiny over issues such as land acquisitions and displacement of indigenous communities in India

• Activists hope to draw attention to these less-visible aspects of the conglomerate’s operations, fostering public dialogue about ethical corporate practices

Tata’s long-standing relationship with Israeli companies has led to various strategic partnerships, including with Israel Aerospace Industries since 2008. Tata’s services in Israel also extend into technology and manufacturing, with several joint ventures in weapon development and armored vehicle production. This history of collaboration, activists argue, embeds Tata within Israel’s “apartheid economy,” enabling surveillance and control mechanisms over Palestinians.

Salam’s campaign emphasizes the importance of raising awareness about companies profiting from these conflicts. The Tata Group’s business footprint spans across North America, employing nearly 50,000 people, primarily in technology and engineering sectors. For activists, this visibility offers a platform to amplify their cause.

Rafael, a member of the Palestinian Youth Movement, endorsed the campaign as an opportunity for international solidarity. “This campaign is a moment to unify support across communities and resist oppressive regimes,” he said. With support from 20 organizations, the “Tata Bye Bye” initiative continues efforts by civil rights advocates to halt the export of military components to Israel, in line with calls from international human rights bodies.

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