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BORA extends main sponsorship of the BORA – hansgrohe cycling team through to 2024

08.2020

Nice/Raubling, 29 August 2020. At the start of the 107th Tour de France in Nice, BORA has announced the extension of their sponsorship commitment to the cycling team BORA – hansgrohe for another three years. The extractor system specialist from the Bavarian town of Raubling and their co-sponsor Hansgrohe from Schiltach have confirmed their commitment to the successful German team until the end of the 2024 season. This announcement was made at the start of the most important stage race in road racing which, due to the coronavirus situation, is one of the few big sporting events this year.

 

Willi Bruckbauer, founder and CEO of BORA on the sponsorship extension:

 

Conscious move to go against the mainstream

 

„For BORA, the sponsorship was quite the windfall from the very beginning. We made a conscious move to go against the mainstream when we decided almost six years ago to become the main sponsor of a professional cycling team. After careful consideration, we were convinced that this suited us, is authentic, and achieves our marketing goals perfectly. There are many parallels between BORA as a company and the team of Ralph Denk: we are close to home, yet possess an international orientation, we are constantly developing and at times embark upon unconventional paths, we recognise and provide chances, we do not shy away from competition, and we pursue our goals efficiently and with great passion.“

 

Monitoring proves success in creating brand awareness

 

„And our success has proven us right on both sides. At BORA, we have been conducting regular monitoring since 2015 and have clearly noticed that brand awareness has multiplied, that we are growing much faster and stronger in markets with a connection 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, however, to keep the system running on both sides, long-term planning security is vital, particularly in times when planning security is a more important concept than ever before.“

 

Security in planning until 2024

 

„That’s why we decided to extend our sponsorship commitment early, until the end of 2024. This will allow the team to continue to consistently develop, and also gives us the opportunity to benefit from sponsorship as a sustainable multiplier in our strategic marketing planning. We are also looking forward to further developing our highly-successful cooperation with our partner, Hansgrohe.“

About the company
BORA develops and produces innovative premium built-in kitchen appliances with impressive design standards. The German-Austrian company group positions its portfolio internationally with the claim ‘More than cooking’. Since Willi Bruckbauer founded BORA in 2007, the company has been committed to questioning the ordinary. The mission: we are revolutionising the kitchen as a living space. With extraordinary products for extraordinary experiences.
 
The story began with the innovative cooktop extractor systems, which use intelligent technology to draw cooking vapours downwards and are continually evolving thanks to BORA’s own drive for perfection. The product portfolio has since been expanded to include steam cooking and baking systems, followed by refrigeration and freezing systems as well as cleaning and washing-up systems. The product ranges and live experiences undergo ongoing development to ensure that BORA fans and customers can continue to enjoy the very best cooking experiences. BORA products are characterised by outstanding performance, simple cleaning and simple operation. Thanks to their timeless design, they fit perfectly into any kitchen, where they provide fresh air and a clear view.
 
BORA employs over 750 people worldwide, primarily at its sites in Raubling, Niederndorf and Sydney as well as in its Flagship Store in Herford. The company sells its products in more than 40 countries all over the world. The BORA company group is an attractive, multi-award-winning employer whose products have received multiple internationally renowned design awards.
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