Bora to extend sponsorship of Tour de France team until 2024

Extractor system specialist Bora has announced that it will continue to sponsor a German professional cycling team for at least four more years.

The Bora-hansgrohe squad, led by three-time world champion Peter Sagan, has been sponsored by Bora since 2015, and co-sponsored by German sanitaryware giant hansgrohe since 2017.

The announcement, which coincides with the start of the 107th Tour de France in Nice, confirms the two home appliance powerhouses's commitment to the team until the end of the 2024 season.

'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,' said Willi Bruckbauer, founder and CEO of BORA. 'After careful consideration, we were convinced that this suited us, is authentic, and achieves our marketing goals perfectly.'

Bruckbauer said that internal monitoring of the partnership clearly indicated that brand awareness of Bora had increased among cycling fans and markets with a connection to cycling since the sponsorship began in 2015.

'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.'

'Long-term planning security is vital, particularly in times when planning security is a more important concept than ever before,' he added. '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.'