Air India Express Backs Procam International Running Events

Air India Express has become the official airline partner for all Procam International running events, beginning with the TCS World 10K Bengaluru 2026 on April 26. 

The collaboration aims to improve the whole runner adventure, from race day to seamless travel experiences.  Through the ‘Runner’s Passport’ activation, it will showcase runners’ trips across cities and years, beginning from a specially designed passport at the Bengaluru race.   

A special promotion also encourages participants to ‘Run Bengaluru, Fly Xpress’ and offers airfare discounts of up to 20%. On Race Day, at the venue, Air India Express will provide additional support to runners through baggage management services, allowing them to focus only on their race without worrying about logistics.

Siddhartha Butalia – CMO, Air India Express, stated, “At Air India Express, we celebrate journeys that bring people closer to their passions. Our partnership spanning the major marathons in our hubs of Bengaluru, Delhi, Kolkata and Mumbai, reflects that spirit. A marathon is as much about the journey as the finish line, and we are delighted to support runners with seamless connectivity and curated travel benefits, making every journey memorable, on ground and in the air, while encouraging runners to explore more and experience more.”

Vivek Singh, Joint Managing Director, Procam International, added, “We are delighted to welcome Air India Express as the Airline Partner for the TCS World 10K Bengaluru 2026 and for all Procam International events. Our platforms bring together participants from across cities and countries, and seamless connectivity plays an important role in enabling that experience. With Air India Express on board, we look forward to making the journey to Bengaluru more convenient for runners and further enhancing the overall participant experience.”

According to ASN data, the airline industry has invested almost US$6.5m in athletics related sponsorships across Asia since Q323, with a quarterly average investment of almost US$551k during this period.  However, Q226 forecast is tipped to hit a mere US$151k, while lower than the quarterly average, it is still higher than the collective investment of US$83k from the previous two quarters.