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Press Releases | 14.04.2018

Peter Sagan arrives relaxed at Amstel Gold Race, BORA extends sponsorship until 2021.

 After the historic win at Paris – Roubaix, BORA – hansgrohe already sets course for the future. Main sponsor BORA extends their sponsorship for another two years and remains first naming sponsor until 2021. 

"It feels very good to have such a reliable partner like BORA on board. To know already that early, that the teams’ future is secured, gives confidence to the whole team. It is impressive, that Ralph Denk formed such a solid project, and I want to thank Willi Bruckbauer for his trust in us.”, Peter Sagan, UCI World Champion, “I am very happy that BORA extends their sponsorship. Willi and the company are very active and it´s good to have sponsors like him. That BORA extends shows that cycling is a good sport to interact with. And for the race tomorrow, we will see how my legs are after Paris-Roubaix but we are here with a strong team, so we can be confident.”
“Our BORA - hansgrohe sponsorship commitment is valuable on different levels. We wanted to increase our brand awareness on an international level. And we have. And we will continue to work on this together with the team, 27 brand ambassadors including the 3-time World Champion Peter Sagan support us. Of course, victories like at Paris – Roubaix help a lot”, says Willi Bruckbauer, the owner of BORA. “The possibilities that the sponsorship offers us fit perfectly into our marketing strategy. A 360-degree activation is the key for us. This is beneficial for every department of the company, e.g. national and international distribution, event or training department. The implementation on-site WorldTour races, such as the Tour de France, the Giro d’Italia or the Vuelta a España works perfectly.
In the future, we will continue to enhance brand recognition at international level, create a halo-effect for the BORA brand and use possible synergies for our internal organisation and distribution. 
We are confident, that we are on a very good way together with Ralph Denk’s team, it is a perfect fit, we share the same ideas and we have common goals. And we are delighted to announce that we will extend our sponsorship deal for two more years until 2021. A milestone for us on our way towards “the end of the extractor hood”.”

“The fact that BORA extended their contract that early, shows that we are on the right track. We still have ambitious goals and some way ahead of us, but now we have some planning security and we’ll keep on progressing. With this long-term perspective, we’ll have time to foster even more young talents, and support riders that crew up in our team like Emanuel Buchmann, Patrick Konrad, Gregor Mühlberger or Lukas Pöstlberger on their way to the top. It’s up to me and my team to justify the trust given from Willi Bruckbauer and BORA, and to lead BORA – hansgrohe into a successful future. From my point of view, this is also a sign towards German cycling – cycling sponsorships are truly worthwhile!” – Ralph Denk, Team Manager

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