We cycle for the cooking revolution.
Including in the top echelons of the cycling world
The innovative company is consistently continuing along the road forged by BORA four years ago with its commitment to cycling. The BORA – hansgrohe team has become one of the strongest teams in the UCI WorldTour. This is not only due to the three-time World Champion Peter Sagan, who has hugely strengthened the team, but to Team Manager Ralph Denk having put together a particularly strong team overall. With over 20 victories this year – including at national championships – this is already the most successful season in the team’s history.
In addition to BORA founder and Managing Director Willi Bruckbauer’s personal passion for cycling, the commitment naturally also involves a strategic element. It raises great awareness of the brand and the company – on an international level. After all, BORA is now represented in over 40 countries.
Following several years of abstinence in the world of cycling by German companies, BORA was the first to once again commit to sponsoring a cycling team. Willi Bruckbauer summarises the decision as follows: “We combine things that belong together: sport, health, openness to the world, team spirit, ambition and energy. These all form part of BORA’s DNA. You wouldn’t believe how many people we’ve encouraged to get involved in cycling throughout the world thanks to our commitment! The members of our cycling team are also somehow part of the BORA family. They create a huge amount of impetus that spills over to our employees and retail partners.”