Science in Sport extend partnership with INEOS Grenadiers and launch new campaign, “Progression is our Obsession”
May 6, 2021
Leading performance nutrition brand, Science in Sport, have signed a 3 year extension to their partnership with the world’s most successful cycling team, INEOS Grenadiers. The extension builds on 5 years of success between the two parties where SiS have fuelled the team to 7 Grand Tour victories.
The success of the partnership has been achieved through a collaborative and insight led approach to Performance Solutions, including nutritionist recruitment, tailored fuelling plans and bespoke product development based on the needs of the team and individual riders. This approach has made the partnership the longest and most successful performance nutrition partnership in the sport.
Bespoke product development and category leading research from the Science in Sport Lab, based at Liverpool John Moore University, has and will continue to play a huge role in the partnership. Chris Froome’s famous stage 19 win at the 2018 Giro D’Italia was fuelled by a then trial product from the Lab “Beta Fuel” which has since become a commercial success. Tao Geoghegan Hart’s 2020 win has a similar story that will see a new consumer-facing innovation launch ahead of this year’s Tour de France.
Sir Dave Brailsford, INEOS Grenadiers, Team Principal said:
“Nutrition is a vital part of elite sport and in SiS we have a partner who share our ethos of continual innovation. Together, we’ve been using world-leading science to deliver a performance-first approach and build upon a 5 year relationship that has seen cutting-edge products fuel our Team to win the biggest races in the sport. We’re looking forward to achieving even more with SiS in the future.”
Stephen Moon, CEO Science in Sport PLC said:
“Our Performance Solutions model is built on a science-led approach that is the heart and soul of everything we do. Our long standing partnership with INEOS Grenadiers is the perfect representation of this working in elite sport. We’re proud to extend our partnership and look forward to fuelling many more grand tour wins.”
This week Science in Sport launch their new campaign to showcase this approach. Based on a core insight that progression has become an obsession for the brand and their athletes, and that partnership is the process utilised to deliver it. See the lead brand film below and the story behind Tao Geoghegan Hart’s2020 Giro D’Italia win.
Visit www.scienceinsport.com/fuelledbyscience to find out more.