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.“

Sobre a empresa

A BORA desenvolve e produz aparelhos de cozinha inovadores Premium com elevados padrões de design. O grupo empresarial germano-austríaco posiciona o seu portefólio a nível internacional com o lema “Mais do que cozinhar”. Desde que Willi Bruckbauer fundou a BORA em 2007, a empresa tem como objetivo desafiar o status quo. A missão: Revolucionamos a cozinha enquanto espaço vital. Com produtos excecionais para experiências excecionais.

Tudo começou com os inovadores sistemas de exaustor de placa, que utilizam uma tecnologia inteligente para atrair os vapores de cozedura para baixo e que são constantemente desenvolvidos de acordo com os padrões de perfeição da BORA. A carteira de produtos foi alargada para incluir sistemas de vapor e cozedura, seguidos de sistemas de refrigeração e congelamento, bem como sistemas de limpeza e enxaguamento. Estamos constantemente a trabalhar na gama de produtos e na experiência ao vivo, de modo a podermos continuar a oferecer aos fãs e clientes da BORA a melhor experiência culinária no futuro. Os produtos BORA caracterizam-se pelo seu elevado desempenho, limpeza fácil e operação simples. Graças ao seu design intemporal, adaptam-se facilmente a qualquer cozinha e garantem ar limpo e uma vista desimpedida no espaço de convívio da cozinha.

A BORA emprega mais de 750 pessoas em todo o mundo, especialmente nas suas instalações em Raubling, Niederndorf e Sidney, bem como na loja Flagship Store em Herford. Os produtos BORA são atualmente vendidos em mais de 40 países em todo o mundo. O Grupo BORA é um empregador atrativo e multipremiado, cujos produtos ganharam inúmeros prémios internacionais de design.