Competitive cycling sponsorship strengthens brand image
In January hansgrohe will start its first season as the new title sponsor of the BORA-hansgrohe cycling team. The premium brand for showers, showering systems and fixtures for bathroom and kitchen is thus pursuing its goal of strengthening its brand image and improving its brand recognition among consumers worldwide. Sport sponsorship is part of its international "Meet the beauty of water" brand campaign, which will run for several years.
hansgrohe. Meet the beauty of water.
Bathrooms and kitchens are living spaces in which people spend a great deal of time. The users of hansgrohe products should be able to enjoy that time to the fullest. So the brand takes its cue from people’s desires and visions. hansgrohe products offer outstanding design and consumer-oriented functionality. With hansgrohe products, contact with water is perceived as an experience. To that end, the brand is continually developing new and innovative product solutions for showers, bathrooms and kitchens.
Building the brand to connect with consumers: water and competitive cycling
There were several factors that led to sponsorship of a cycling team as part of the brand’s international campaign. At the press conference on 13 December 2016 in Gandía, Spain introducing the team and jersey, Philippe Harinck, Sponsoring Project Manager of the Hansgrohe Group noted, "First of all, the nearly year round and international presence of competitive cycling was the decisive factor for hansgrohe as a global brand. The reach of media coverage of cycling and the team increases the charisma of its brand profile. In addition, there is a large overlap between cycling fans and the hansgrohe premium brand target group. At the same time people strongly identify with athletes and their sport. Our "Meet the beauty of water" campaign aims at creating that same emotional bond between the consumer and hansgrohe."