Four letters are emblazoned on the Red Bull - BORA - hansgrohe jerseys: BORA. But what is the meaning behind it? At BORA, sponsorship not only stands for visibility, but also for our core elements: Precision, efficiency and performance. In this article, we take an exclusive look behind the scenes and show how we support the team and make the most of sponsorship - based on partnership and shared values.
The connection between BORA and Red Bull - BORA - hansgrohe has its origins in cycling: Willi Bruckbauer, CEO of BORA, and Ralph Denk, founder and CEO of Red Bull - BORA - hansgrohe have been friends for many years, a friendship that grew out of their shared passion for cycling. However, the decision in favour of sponsorship was not based on friendship alone. Willi Bruckbauer carefully examined the commitment from a business perspective, compared various sponsorship opportunities and made a conscious decision in favour of cycling - partly due to its international nature and year-round visibility. The result was a partnership based on clearly defined goals and shared values.
BORA is growing as an ambitious company - and the team is developing in parallel. We have been an integral part of the team as a sponsor since 2012. We accompanied the former BORA - hansgrohe team on its way into the WorldTour, supported its professionalisation and also stood by its side when Red Bull joined as title sponsor. The partnership is an example of how two up-and-coming brands can grow together and share common values - precision, efficiency and the pursuit of excellence.
Our aim is to bring the brand to life - for cycling fans and the BORA community. We want to create closeness and emotions that go beyond the jersey. That's why we organise events around the bike races, implement social media activations together with our riders and provide exclusive insights into what goes on behind the scenes. Sponsorship is an integral part of marketing at BORA. In this way, we ensure that the partnership is implemented visibly, authentically and effectively. Performance" does not stand for direct sporting support, but reflects BORA's brand values. Just like in cycling, every detail counts, every well thought-out decision and every clear strategy.
We share this philosophy with the team and the cycling community: BORA stands for precision, efficiency and performance - both on the road and beyond. For us, sponsorship means support, trust and experiencing moments together - in the kitchen as well as on the race track.
