BORA hansgrohe German Professional CyclingBand of Brothers

Success story continues: BORA to remain the main sponsor of BORA - hansgrohe until the end of 2027

BORA - hansgrohe is pleased to announce that BORA will remain the main sponsor of the Raubling-based team until the end of 2027. The German manufacturer of cooktop extractor systems and flex ovens has been active in cycling as the main sponsor of BORA – hansgrohe since 2015. This joint success story is now being extended ahead of schedule by a further three years.
"When Willi Bruckbauer and his company BORA joined us as our main sponsor in 2015 - after already being represented on our sleeve for three years, we had hoped that it would be a successful project for both parties, but there were no certainties. It was a look into the crystal ball.
Nine years later, a lot has happened, and we are very proud of what we have achieved together so far, which includes several important victories: the World Championship title in Bergen, Norway, a Paris-Roubaix victory and then last year the overall victory at the Giro d’Italia. I am very grateful to Willi for undertaking this journey together and for his trust. After our Giro victory, Willi told me at the celebration that he will remain our main sponsor until at least the end of 2027, which of course makes me incredibly proud. This victory was perhaps the most surprising in recent years, and it may have come a little early, and of course expectations rise with it. But with BORA at our side, we have security for the future and for me it goes without saying that I will continue to put all my energy into the BORA - hansgrohe project. I am looking forward to our joint future. There are still many goals that we have set ourselves to achieve together." - Ralph Denk, Team Manager
"The Giro d'Italia victory of Jai Hindley a year ago was a very special experience and made us very proud as a sponsor. The idea of extending the contract was born in Verona at that time and was sealed there with a handshake with Ralph Denk. We want to support the team in its development and in achieving further goals, and we are giving them planning security until 2027.
Cycling and sponsorship are our passion and a perfect platform to bring the brand and our products to life. We have been able to strengthen our relationship with our customers and even gain new and motivated sales partners in new countries. Since the beginning, we have conducted annual monitoring to manage the effectiveness of our sponsorship. The results still show that the advertising value and positive effects on the brand in our focus markets are very good. We can achieve a ROI that would only be possible with other marketing measures by using extremely high budgets. As long as the values increase, we want to continue our partnership and support the team. We look forward to celebrating many more successes together in the years to come." - Willi Bruckbauer, CEO BORA