UCI WorldTour cycling team Bora-Hansgrohe has extended its title sponsorship agreement with Bora, a German manufacturer of cooking surfaces and extractors.
The new two-year deal will run until 2021. Bora will continue to benefit from extensive brand exposure on the kit of the German team, which includes three-time world champion Peter Sagan. Bora shares title sponsorship rights with bathroom appliances manufacturer Hansgrohe.
“Our Bora-Hansgrohe sponsorship commitment is valuable on different levels,” Bora owner Willi Bruckbauer said. “We wanted to increase our brand awareness on an international level. And we have. And we will continue to work on this together with the team, 27 brand ambassadors including the three-time world champion Peter Sagan. Of course, victories like at Paris-Roubaix help a lot.
“The possibilities that the sponsorship offers us fit perfectly into our marketing strategy. A 360-degree activation is the key for us. This is beneficial for every department of the company, e.g. national and international distribution, event or training department. The implementation at on-site WorldTour races, such as the Tour de France, the Giro d’Italia or the Vuelta a España works perfectly.
“In the future, we will continue to enhance brand recognition at international level, create a halo-effect for the Bora brand and use possible synergies for our internal organisation and distribution.”
Bora-Hansgrohe joined the UCI WorldTour circuit last year following the high-profile signing of Sagan (pictured).