The premium brand hansgrohe has announced the extension of its sponsorship contract during this year's German national championships in Donaueschingen. This means that hansgrohe, together with BORA, will remain the title sponsor of the BORA - hansgrohe professional cycling team until 2027.
Hans Jürgen Kalmbach, Chairman of the Executive Board of the Hansgrohe Group, is delighted about the extension: "Wow, it’s already been six years of BORA - hansgrohe! It’s a nice occasion to look back on a very successful partnership and victorious moments like winning the Giro d’Italia last year! But even more important is looking ahead: With the extension of our sponsorship, we would like to once again express our confidence in the team and its management at this early stage."
The positive effects of the sponsorship are also visible in the everyday life of the provider of holistic bathing experiences: the ambition to provide the best, to deliver top quality and to operate sustainably as well as efficiently connects the brand with the commitment of the professional team. "The fact that this spirit is also embodied by the staff makes me particularly proud. Every year, we see more courageous volunteers tackle the most challenging one-day races, such as Paris-Roubaix, with us on their bikes. That brings us together!" adds Hans Jürgen Kalmbach.
"Hansgrohe's decision to invest in our team in 2016 was strategic, with the aim of optimising media reach. Today, six years later, we can certainly say that as a team, we have been able to contribute to achieving this goal with some great victories such as winning the Road World Championship title, Paris-Roubaix and the Giro. But our partnership is now also characterised by trust and a friendly relationship, and I am very proud of that. This trust is also reflected in this contract extension for the next four years. We still have a lot to do together. The transformation of the team towards the general classification in Grand Tours is on a good path, but certainly not yet complete. Our big goal is to be at the top of the Tour de France in the next few years. With hansgrohe at our side, we have the necessary financial stability to achieve this goal, and I am very grateful to the CEO, Hans Jürgen Kalmbach, and the entire company," says Team Manager Ralph Denk.