Company

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.“

Til bedriften

BORA utvikler og produserer innovative, førsteklasses integrerte hvitevarer og kjøkkenutstyr med høy designstandard. Det tysk-østerrikske konsernet posisjonerer sin portefølje internasjonalt med påstanden «More than cooking». Siden Willi Bruckbauer grunnla BORA i 2007, har selskapet hatt ambisjoner om å sette spørsmålstegn ved det velkjente. Oppdraget: Vi revolusjonerer kjøkkenet som oppholdsrom. Med enestående produkter som gir unike opplevelser.

Alt begynte med de innovative avtrekkssystemene, som takket være intelligent teknologi trekker kokedampene nedover, og som stadig blir forbedret med BORA sine egne standarder for perfeksjon. Produktporteføljen ble utvidet med damp- og stekesystemene, deretter med kjøle- og frysesystemene, samt rengjørings- og spylesystemene. Det arbeides fortløpende på sortimentet og Live Experience for å kunne tilby BORA fans og kunder den beste matlagingsopplevelsen også i fremtiden. Produkter fra BORA utmerker seg med høyeste ytelse, enkel rengjøring og enkel betjening. Takket være det tidløse designet, føyer de seg inn i ethvert kjøkken uten problemer og sørger for frisk luft og fri sikt i kjøkkenet som oppholdsrom.

BORA har over 750 ansatte verden over, særlig ved avdelingene i Raubling, Niederndorf og Sydney, samt ved hovedbutikken Flagship Store i Herford. BORA produkter blir solgt i over 40 land over hele verden. BORA konsernet er en prisbelønt, attraktiv arbeidsgiver som har vunnet en rekke store internasjonale designpriser for sine produkter.

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