Peter Sagan of the BORA-hansgrohe team sprinted to victory, winning the world champion Rainbow Jersey for a third consecutive season.

Copyright: Stiehl Photography für BORA - hansgrohe


Season Results: Title Sponsoring Pays off for hansgrohe

Sporting and business goals met

Schiltach, December 2017. Title sponsor hansgrohe’s entry into sports sponsorship at the highest level could not have worked out better: the very first season was hugely successful. Four wins and nine more podium finishes were achieved in the three major European grand tours. Moreover, superstar Peter Sagan set a historic record: following his win at the end of an extraordinary final sprint at the World Championship in Bergen, the shining light of cycling donned the world champion’s Rainbow Jersey for the third consecutive time—something no other athlete has accomplished before. With an eighth place in the UCI team ranking, the riders ensured for hansgrohe that the value of media coverage by far exceeds the company’s investment.

These are results that please Philippe Harinck, Sponsoring Project Manager of the Hansgrohe Group: “Our sponsorship of the cycling team is based on a rational decision and fits in seamlessly with our global marketing strategy for hansgrohe. Already in the first season, awareness of our premium brand hansgrohe rose sharply. Our sponsorship engagement is already paying off, especially in important markets such as Germany and France, as well as in Belgium where professional cycling enjoys great popularity.” The successful advertising campaign “Showering Like a World Champion” linked top cycling performance with relaxation in the shower. This also allowed to further boost hansgrohe’s emotional Branding.

Extension of hansgrohe’s sponsoring Engagement

In view of the good results achieved in the first season, hansgrohe is setting its sights on a longer-term partnership with the team and is extending its sponsorship beyond the time frame initially set.

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