Virtual encouragement for TCS Amsterdam Marathon-runners

On Sunday October 18th the TCS Amsterdam Marathon will start, as a result of COVID-19, virtually. With the help of the Official Virtual Run App powered by TCS, runners can run their distance between 18 and 25 October, on a route of their own choice. What is missing in the digital editions is of course the support from Amsterdam fans along the course. Important for many runners in achieving their goal. That is why Tata Consultancy Services (TCS), for the 10th year title sponsor, together with MACKS developed a mixtape with 3D soundbites of genuine Amsterdam support, so that runners still experience real support, in a virtual way. With the track, TCS also wants to call on as many people as possible to make a donation for the Cancer Centre Amsterdam foundation of Amsterdam UMC.

From Amsterdam to Amsterdam
Dozens of Amsterdammers recorded their encouragement as a fragment at the start of the mixtape to help runners through difficult moments. Producer Max Krul (25), aka MACKS, developed an hour-long track for marathon runners with the cheer fragments. Because all of the wishes, the cheers and the encouraging words are recorded in 3D, it sounds lifelike. As if you are being encouraged from all sides by spectators standing along the route. The track “This Run Amsterdam Sound Experience” by MACKS can be heard as of this week on Spotify via where you can also donate for the Cancer Centre Amsterdam.  

Donations under pressure
The TCS Amsterdam Marathon raises funds every year for cancer research. In recent years this was already more than 1.5 million euros. Due to the cancellations of the regular edition, there is less exposure for the Cancer Centre, which will have an impact on the donations.

Geert Kazemier, surgeon and director of Cancer Center Amsterdam Foundation at Amsterdam UMC: “We are grateful for the tremendous support we have received since 2012 through the TCS Amsterdam Marathon. This financial contribution is used for cancer research that examines whether and how physical exertion and lifestyle changes before and during treatment have a positive impact on survival and quality of life with cancer. We find it inspiring that TCS, together with organizer Le Champion and everyone else involved, has found an alternative to activate participants.”