Sponsoring hansgrohe

hansgrohe Extends Title Sponsorship for the Cycling Team BORA-hansgrohe until 2024

The BORA - hansgrohe Cycling Team Unites for the 107th Tour de France Starting in Nice, France
Nice/Schiltach, August 29, 2020. As one of the few major sporting events this year, the Tour de France begins today under adjusted conditions due to the COVID-19 pandemic. Within the realm of the most important stage race in road cycling, title sponsors BORA and hansgrohe confirmed their commitment to the successful German cycling team BORA - hansgrohe yesterday until the end of the 2024 season.

Hans Juergen Kalmbach, Chairman of the Executive Board of the Hansgrohe Group:

"We can look back on an extraordinarily successful partnership with BORA and Team BORA - hansgrohe. In four years together, we have achieved a lot, both on an athletic and on a personal level, so that it was a natural decision to take this further step together. With the extension of our sponsoring relationship we are expressing our confidence in the team and its management. Our most important goal was to increase the awareness of hansgrohe and our innovative products for bathrooms and kitchens around the world. The positive effects on our brand and the always pleasant cooperation with the team confirm our decision. Our common vision with BORA is to become the Number 1 cycling team this season. The ambition to give our best, to deliver top quality and to operate sustainably connects not only our brands, but also our team. I therefore look forward to a strong tour, and I wish our boys all the best!”

Willi Bruckbauer, CEO and Owner BORA:

"At BORA we have been conducting regular monitoring since 2015 and we can clearly see that brand awareness has multiplied, that we are growing much faster and better in markets with an affinity to cycling, and that the group of people interested in cycling in particular has a much clearer picture of BORA and our products. 'Never change a running system', they say, but to keep the system running on both sides, long-term planning security is important, especially in times when planning security is more important than ever. That's why we decided to extend our sponsorship commitment early on until the end of 2024. This will allow the team to continue to develop consistently, and it also gives us the opportunity to use and benefit from sponsoring as a sustainable multiplier in our strategic marketing planning. We are also looking forward to continuing and developing the very nice and successful cooperation with our partner hansgrohe.”

Ralph Denk, Team Manager of BORA-hansgrohe:

"It makes me proud that we can continue to count on the support of our two most important sponsors, because it is also a confirmation of our work. We have already achieved a great deal in the last few years, and in a very short time, this would not have been possible without BORA and hansgrohe. I would like to thank them for this. I think we have managed to create an environment that on the one hand gives the riders all possibilities to call upon their optimal performance, and on the other hand offers our partners a professional platform to achieve their marketing goals. This multi-year commitment now also gives us the necessary planning security to take our next development steps as a team. We are currently working on what these steps will look like. In any case, my big dream is a Tour de France victory, and we also want to win the World Tour within the next few years. We still have a lot of work ahead of us.”

About hansgrohe

hansgrohe stands for innovative solutions for kitchens and bathrooms that combine intelligent functionality, outstanding design, and enduring quality. Based in Germany’s Black Forest region, the internationally active Hansgrohe Group sells premium products for showers, shower systems, bathroom and kitchen taps, and kitchen sinks under the hansgrohe brand. hansgrohe stands for great moments with water since 1901. With its many award-winning products, this traditional brand shapes the flow of water in the kitchen and the bathroom. Because this is where people spend the time they treasure most and experience precious moments in the interaction with water. hansgrohe stands for Smart Living applications that enrich people’s everyday lives and offer them more functionality and safety in their homes.

​​​​​​​hansgrohe. Meet the beauty of water.


Astrid Bachmann
Deputy Lead Corporate Communications, Global PR AXOR