In 2011 when Ben Ainslie had qualified for the London 2012 Olympics, we took the decision to set up a team to challenge for the America’s Cup, sports oldest international trophy, one Britain has never won. Looking back to 2013, Ben and I set the target of raising £25m in 8 weeks, to set up the team, a target we achieved. The commercial strategy was set to sit alongside the performance goals as to:• Build a long term, sustainable sports team (the team is the first British… Show more In 2011 when Ben Ainslie had qualified for the London 2012 Olympics, we took the decision to set up a team to challenge for the America’s Cup, sports oldest international trophy, one Britain has never won. Looking back to 2013, Ben and I set the target of raising £25m in 8 weeks, to set up the team, a target we achieved. The commercial strategy was set to sit alongside the performance goals as to:• Build a long term, sustainable sports team (the team is the first British challenger since Thomas Sopwith to have back to back Challenges)• Lead the way in promoting sustainability within sport (The team won numerous sustainability awards)• Inspire the next generation to become the designers, innovators and creators of the future (The 1851 Trust now provides world class STEM education resources to over 35% schools in the UK)• Develop a technology business, to take innovations from the America’s Cup into the marine industry (BAR Technology is established, growing and developing a number of projects in sustainable shipping)The total budget for the America’s Cup was £90m over a 4-year period. £108m was raised which included funding to build a BREEAM excellent team HQ in the heart of Portsmouth. INEOS took over the team in 2018, giving the team the funding and resource needed to win sports oldest international trophy.Awards : • Sports Industry Awards: Best Sponsorship of a Team or Individual – Land Rover BAR Above and Beyond• Hollis Sponsorship Awards – Best use of Sponsorship / PR – Land Rover BARSustainability awards:• First sports team to be awarded ISO2021 across all business areas, Olympic inspired sustainability award• First sports team to be awards BREEAM Excellent for their base/stadium• Boat International Ocean Award, 11th Hour Racing / Land Rover BAR• International ‘Sport for Environment Award’ from Beyond Sport• Boat Business Environment Award Show less

INTO THE BLUE: A PURPOSE DRIVEN, CREATIVE DESIGN HOUSE FOCUSSED ON SPORT, EDUCATION AND RAISING THE BAR.www.intotheblue.bizDISCOVER : FIND PURPOSE : CREATE : DELIVER: ESTABLISH

When INEOS and Eliud Kipchoge set out to break the 2 hour marathon distance barrier, they were clear the legacy of the INEOS 1:59 Challenge should be to inspire the world, not just in sport, that 'No Human is Limited'. The strategy to engage the world in the training and preparations was formulated in record time, by a group of specialists from the fields of running, cycling and sailing, to deliver a full engagement programme and campaign: Results included:- 120,000 spectators… Show more When INEOS and Eliud Kipchoge set out to break the 2 hour marathon distance barrier, they were clear the legacy of the INEOS 1:59 Challenge should be to inspire the world, not just in sport, that 'No Human is Limited'. The strategy to engage the world in the training and preparations was formulated in record time, by a group of specialists from the fields of running, cycling and sailing, to deliver a full engagement programme and campaign: Results included:- 120,000 spectators lining the route on the Prater, Vienna on 12th October to see Eliud make history- 500 + million people watched the challenge through global broadcasters and YouTube- 12,500 online press articles- 17 billion impressions across all social channels- #NoHumanIsLimited became the third top trending topic on twitter on race day"Any human being can go beyond their limits, any human being can beyond their thoughts.But self-belief is crucial."Awards:INEOS 1:59 Challenge - 2020• Sport Industry Awards: Cutting Edge Sport Award• Leaders in Sport Awards: Best of 2019• Webby Awards: Best sports mobile website / app • Sports Tech Group: Most Innovative Sports Broadcast or Broadcast Technology • Sports Tech Group: Best Technology for Fan Engagement • W3 Awards: Best in Show – General Websites (Sports) • SVG Europe – Outstanding Production Achievement www.ineos159challenge.com Show less