“Our products make the modern world possible, and most people rely on them every day.” And to get the maximum out of the race, it describes its products in no less terms.

The firm operates across 171 sites in 24 countries around the world. Our move into sport is the natural progression of those ideals,” the firm says on its website. “INEOS has been built on the belief that innovation and modern products can make life better, that individuals can excel when challenged and great teams can achieve extraordinary results. When the race it done and dusted, it will also have positioned its health products as some of the best at getting the best out of humans. Though it has not explicitly gone out of its way to market its products, it will have earned immeasurable returns on its brand equity whichever way the outcome of the 42-kilometre race is. “Chemicals manufactured by INEOS enhance almost every aspect of modern life,” the firm says. Epic Battle: World braces for Kipchoge versus Bekele battle…

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