We cycle for the cooking revolution
In the top echelons of the cycling world too
The innovative company BORA is consistently continuing along the road it set out on in 2015 with its commitment to cycling. In 2019, the BORA – hansgrohe team climbed another place to become the second highest team in the UCI WorldTour rankings. This was achieved through an impressive 47 season wins and numerous other podium positions, for example successes in all three major national tours and fantastic results at classics like Liège-Bastogne-Liège, where two cyclists ended on the podium. The key season highlights included the points classification wins by Pascal Ackermann at the Giro d’Italia and Peter Sagan at the Tour de France. This gave the Slovak cyclist the green ‘points’ jersey for a record seventh time. A great sensation was also caused by the incredible fourth overall place achieved by the young German Emanuel Buchmann at the Tour de France, exciting cycling enthusiasts both in Germany and beyond.
The fact that the successes were shared between many world-class riders once again highlights the extent to which the entire team around the star Peter Sagan developed last season. It is with good reason that BORA – hansgrohe is expected to make a further big impression in the 2020 season. Ralph Denk has created a powerful team to this end. The new additions of Lennard Kämna, who has already put in a strong performance at the Tour de France, and the Italian Matteo Fabbro should further strengthen the team of overall classification riders headed by Emanuel Buchmann in the mountains. Dutch rider Ide Schelling, Martin Laas from Estonia and Patrick Gamper from Austria will strengthen the team during the classics, one-day races and sprint stages in particular.
In addition to BORA Managing Director Willi Bruckbauer’s personal passion for cycling, the commitment naturally also involves a major strategic element. BORA has chosen a sponsorship that fits with the company in every way and helps it achieve its marketing objectives. The advertising value achieved through cycling plus the accompanying activation measures have already significantly increased the awareness of the brand over the last few years – especially on an international level as BORA now operates in over 50 countries. This mission is supported by 27 professional cyclists from nine countries. And our success confirms that we are taking the right approach: BORA is growing far more quickly in countries with an affinity for cycling than in others.
Willi Bruckbauer summarises the decision as follows: “We combine things that belong together: sport, health, a cosmopolitan outlook, team spirit, ambition and energy. These all form part of BORA’s DNA. You wouldn’t believe how many people around the world we’ve encouraged to get involved in cycling through our commitment! The members of our cycling team are also part of the BORA family. They create a huge amount of impetus that spills over to our employees and retail partners. Peter Sagan’s team is the perfect ambassador to take this revolution onto the road.”
BORA Kitchen Talks