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We cycle for the cooking revolution

From world-class cooktops to world-class cycling

The new paths broken by BORA in 2015 with their commitment to cycling are still being closely followed by this innovative company. The BORA – hansgrohe team rose to become the third strongest team in the UCI WorldTour in 2018. For the second time in a row, the team were able to bring home 33 season wins and so not only uphold their record performance of the previous year, but build upon it with significant successes, such as a win in the Monument Paris – Roubaix or winning the green jersey in the Tour de France.  In the slipstream of the unchallenged captain Peter Sagan, the team was able to calmly make headway and go from success to success: an unbelievable 9 wins for the German champion Pascal Ackermann in his 2nd season in professional cycling and 7 wins for the Irishman Sam Bennett, including 3 stage wins at the Giro d’Italia. Ralph Denk has once again put together a powerful team for the coming season; one of the biggest German talents Maximilian Schachmann, Classic specialist Jempy Drucker from Luxembourg and Oscar Gatto from Italy, who will assist Peter Sagan, are new reinforcements to the team.

Alongside the passion that BORA CEO Willi Bruckbauer associates with cycling, commitment is of course one of the most important strategic components. BORA has opted for sponsorship which suits the company in every aspect and contributes fully towards their marketing goals. The advertising value gained thanks to cycling and the accompanying capitalisation measures have been able to significantly increase brand recognition over the last few years – especially on an international scale, as BORA now has a presence in over 50 countries. 27 cycling professionals from 10 countries support this mission. And success agrees with us as BORA is growing in the countries where cycling is popular better and faster than in other countries.

Willi Bruckbauer sums it up: ‘We bring things together that belong together: sport, health, open-mindedness, team spirit, ambition and energy. Everything that belongs to BORA’s DNA. You wouldn’t believe how many people we’ve been able to inspire worldwide with our commitment to cycling! The lads in the cycling team also belong to the BORA family in one way or another. This has an enormous influence on our employees and distribution partners. The team around Peter Sagan is the perfect messenger for us to get this revolution on the road.’

BORA Kitchen Talks

Who writes the best Instagram stories?
Marcus Burghardt’s biggest mistake during the race
Patrick Konrad’s favourite race
Gregor Mühlberger's favourite race
Felix Großschartner: worst habits
Lukas Pöstlberger: Worst mistake
Peter Sagan's favourite races
Erik Baška’s favourite race
Ackermann & Schwarzmann: Their favourite second sport

Learn more about the team – news, race reports and videos

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