Ineos, the UK-based petrochemicals company, will fund Eliud Kipchoge’s fresh attempt to become the first man in history to run a sub-two-hour marathon.
The news comes a week after Ineos made its debut at the Tour de Yorkshire as the title sponsor and licence holder of leading UCI WorldTour cycling outfit previously known as Team Sky.
Kipchoge’s newly titled Ineos 1:59 Challenge will likely court controversy, with the company having already faced protests from environmentalists over its business practices, reliance on plastics and links to fracking.
The attempt is set to take place somewhere between late September and early October, with the Guardian reporting that 13th October is the preferred date for a course set at Battersea Park in London, though a number of flat-looped circuits are under consideration. Potential crowd estimates have been set as much as 250,000.
Kipchoge, who took his fourth London Marathon title last month, came closest to breaking the two-hour barrier in May 2017. The Nike-backed event in Monza, Italy saw the Kenyan clock a time of two hours and 25 seconds. It was not recognised as an official world record as it did not comply with all the rules set by the International Association of Athletics Federations (IAAF), athletics’ governing body.
Kipchoge has also said that banned methods from official competitions, including pacemakers who sub in and out of the race and a pace car that doubles as a wind shield, will be used to aid his chances.
A major marketing campaign will be launched to publicise the record attempt. Live coverage is expected to be broadcast on TV channels around the globe on traditional channels, with creative agency the Playbook taking the lead on digital engagement.
Ineos’ partnership with Kipchoge’s record attempt continues its recent string of sports investments. As well as its new cycling team, it renewed an existing Team Sky partnership with Wahoo, the cycling and fitness products maker, until 2021. The company also sponsors the Go Run for Fun and Daily Mile children’s running charities.
Sir Jim Ratcliffe, Ineos chairman and chief executive, said: “Eliud Kipchoge is the greatest ever marathon runner and the only athlete in the world who has any chance of beating the two-hour time. We are going to give him every support and hopefully witness sporting history.”
The Playbook will take the lead on digital engagement for the sub-two-hour race bid.
Ineos, the UK-based petrochemicals company, will fund Eliud Kipchoge’s fresh attempt to become the first man in history to run a sub-two-hour marathon.
The news comes a week after Ineos made its debut at the Tour de Yorkshire as the title sponsor and licence holder of leading UCI WorldTour cycling outfit previously known as Team Sky.
Kipchoge’s newly titled Ineos 1:59 Challenge will likely court controversy, with the company having already faced protests from environmentalists over its business practices, reliance on plastics and links to fracking.
The attempt is set to take place somewhere between late September and early October, with the Guardian reporting that 13th October is the preferred date for a course set at Battersea Park in London, though a number of flat-looped circuits are under consideration. Potential crowd estimates have been set as much as 250,000.
Kipchoge, who took his fourth London Marathon title last month, came closest to breaking the two-hour barrier in May 2017. The Nike-backed event in Monza, Italy saw the Kenyan clock a time of two hours and 25 seconds. It was not recognised as an official world record as it did not comply with all the rules set by the International Association of Athletics Federations (IAAF), athletics’ governing body.
Kipchoge has also said that banned methods from official competitions, including pacemakers who sub in and out of the race and a pace car that doubles as a wind shield, will be used to aid his chances.
A major marketing campaign will be launched to publicise the record attempt. Live coverage is expected to be broadcast on TV channels around the globe on traditional channels, with creative agency the Playbook taking the lead on digital engagement.
Ineos’ partnership with Kipchoge’s record attempt continues its recent string of sports investments. As well as its new cycling team, it renewed an existing Team Sky partnership with Wahoo, the cycling and fitness products maker, until 2021. The company also sponsors the Go Run for Fun and Daily Mile children’s running charities.
Sir Jim Ratcliffe, Ineos chairman and chief executive, said: “Eliud Kipchoge is the greatest ever marathon runner and the only athlete in the world who has any chance of beating the two-hour time. We are going to give him every support and hopefully witness sporting history.”
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