At exactly 11:15 am Kenya time on Saturday, Eliud Kipchoge became the first human in recorded history to complete a marathon in under 2 hours. It was an incredible feat of human endurance, aided by technology.

The whole endeavour was bankrolled by British billionaire Jim Ratcliffe through his multi-billion dollar chemical company INEOS.

It was not cheap, and they reportedly spent over $25 million on road resurfacing alone.

When you include all the marketing, organisation, prize money, and other aspects of the race, we are talking about a very expensive one hour and 59 minutes.

That said, the marketing value INEOS extracted from this single event will probably be worth a lot more moving forward.

Indeed, the company is really investing in sports including the purchase of British professional cycling team TEAM SKY, which is now TEAM INEOS.

The billionaire has also been rumored to be interested in buying Chelsea FC from Russian Roman Abramovich. He is said to be looking at a buying price of £2.5bn.

Ratcliffe is UK’s richest person, having amassed a net worth of £21.05 billion. So, buying a major football club would not be that difficult for him.

Back to the race, Kipchoge captured the imagination of the whole world, receiving congratulations and recognition from unlikely quarters.

Former Manchester United defender Rio Ferdinand was one of the first to tweet about the race, writing, ‘Unreal Scenes… @EliudKipchoge”

TV personality Piers Morgan was also quite impressed. He made a number of Tweets on Kipchoge’s achievement.

BOOM! History is made – the first ever sub-2hr marathon. Congratulations ⁦@EliudKipchoge⁩, a truly remarkable achievement,” his first read.

English actor Alistair Petrie then tried to put that in perspective.

Grammy Award winner Alicia Keys was also following the race.

And so was South Africa’s President Cyril Ramaphosa.

One unexpected fan came in the form of US president Donald Trump’s firstborn son Donald Trump  Jr.

”Truly incredible. A SUB 2 hour marathon!!! Congratulations!” he wrote.

On Sunday, former US president Barack Obama also added his voice, recognising both Kipchoge and Chicago Marathon record breaking winner Brigid Kosgei.

Liverpool’s favourite penalty taker James Milner made light of the situation.

”Unreal effort, takes some people longer to….. make a VAR decision,” he tweeted.

Yaya Toure congratulated Kipchoge for ‘making Africa proud’.

UEFA men’s player of the year, Virgil van Dijk replied to Kipchoge’s video with a king’s crown.

And Patrick Vieira.

Kenyan-born British cyclist Chris Froome did not only tweet about it, he was on the ground in Vienna.

Football clubs Tottenham and AS Roma also joined the action.

Entrepreneur Tyler Winklevoss, famous for suing Mark Zuckerberg for stealing the Facebook idea from his twin brother and him, was also watching.

Fantasy Premier League was also in on the action.

While Kipchoge’s record is not an official one, since this was not a competitive marathon, he still goes into the Guinness Book of World Records.

And to show just how big of an achievement it was, here are the Sunday editions of major UK newspapers.

Kipchoge’s achievement will go down in history, and now we await and see how he will be feted by his own country.