AMARON Backs TCS World 10K Bengaluru 2026 as Official Sponsor, Embodying the City's Ethos of Steady Progress

Bengaluru: Battery manufacturer AMARON, the primary brand of Amara Raja Energy & Mobility, has stepped in as the official partner for the TCS World 10K Bengaluru, extending its backing through 2026 via its ongoing tie-up with Procam International. The sponsorship underscores the brand's alignment with values of stamina, reliability, and sustained performance—principles central to distance running.

The event drew participation exceeding 365,000 runners participating both in-person and through virtual channels. AMARON's involvement extended across multiple dimensions of the race experience, with the brand translating its core messaging of dependability into tangible support mechanisms.

Throughout the race route, AMARON-equipped ambulances and assistance vehicles provided critical aid to participants. Running simultaneously were battery diagnostic centres for two and four-wheeled vehicles, complemented by lubricant replacement services, enabling athletes to maintain vehicle health beyond race day. The venue featured a prominent AMARON battery sculpture as its focal point, accompanied by displays of vehicles equipped with AMARON batteries across different segments. Battery-shaped charging installations and engagement areas were interspersed throughout the venue, merging practical utility with interactive experiences.

The marathon holds World Athletics Gold Label certification, attracting a competitive field spanning international and domestic athletes. The elite roster featured Uganda's Harbert Kibet and reigning women's champion Sarah Chelangat, joined by India's defending champion and course record holder Abhishek Pal alongside Sanjivani Jadhav.

"A marathon demonstrates that genuine competition unfolds unseen—constructed methodically, step by step, through discipline and determination. This mirrors what Amaron represents. We prioritise sustained capability over momentary surges, and constancy over publicity," said Chandrasekar Radhakrishnan, Chief Business Officer for Automotive and Home Energy Business in India and SAARC at Amara Raja Energy & Mobility. He continued, "Our involvement with the TCS World 10K Bengaluru recognises those committed to the extended objective, working without recognition, dedicated to playing the extended game. Like every participant crossing the finish line, Amaron is engineered for longevity—quietly enabling every significant distance."

The event embodies "Endendigu Bengaluru"—a concept capturing the city's character of gradual advancement and fortitude. Reflecting on this spirit, World Champion and Olympic medalist Blanka Vlašić observed, "The true value lies not in the competition itself, but in the preparation preceding it—the self-discipline, practice regimen, and incremental improvement developed over extended periods. Each competitor represents that accumulated effort. Athletic achievement at the highest level always hinges on unseen toil and quiet persistence. Bengaluru exemplifies this perfectly, where advancement happens individually yet collectively, with each person progressing at their own cadence as part of a unified movement."

AMARON maintains its commitment to performance-oriented initiatives across India, continuing partnerships with major endurance platforms including the IPL and the Tata Mumbai Marathon, reinforcing its positioning around consistency and the philosophy of playing the extended game.