At the teams’ press conference, just one day before the Grand Départ in Noirmoutier, hansgrohe announced the extension of its title sponsorship with BORA – hansgrohe until 2020. This means that both naming sponsors already prolonged their sponsorships with Ralph Denk, after BORA announced its extension until 2021 already in April. For the upcoming Tour de France, the team seems to be ready to go for stage wins and a top spot at the GC with the two leaders Peter Sagan and Rafal Majka.
“It’s always nice and something special, to announce such good news at a press conference. For our team this means a confirmation of all the hard work we put into day by day, to build the best possible environment for our riders, but also for our sponsors. That’s the basis for reaching our common goals. This long-term commitment of our two main sponsors also gives us planning security. We’ll keep on progressing, because we still have ambitous goals in the WorldTour.
For this Tour de France, our goals are clear since the beginning of the season: we want to win a stage and the Green Jersey with Peter and aim for a top five in the GC with Rafal. We saw last year how fast all the hard work, all the efforts over month, can be lost within a second. But we did our homework, again we worked very hard and we are well prepared, there is nothing more that could have been done. All our guys are in shape on time.” – Ralph Denk, Team Manager
“I am very happy that after BORA also hansgrohe has extended its sponsorship early. We all share the same vision and therefore we’ll keep on working side by side to reach our goals. I have great respect for what Ralph Denk established over the last years. And I want to thank hansgorhe and BORA for their trust in us.
Our goals for the Tour are always the same, there is no surprise. But the Tour is a complicated race. Everybody is extremely motivated; all eyes are on this race in July. We need a little bit of luck to achieve our goals; without luck, everything can be lost in one moment. But we have a very strong team going into this Tour de France, and there will be some opportunities for us for sure. My preparations went well, and I feel I am ready. The stage to Roubaix will be special, for me as well, now that I have these good memories about this place and the sectors. However, the race will be different then April, with all the GC guys fighting at the front as well.” – Peter Sagan, UCI World Champion
“My preparations went well over the last weeks and I was able to put in some decent work at high altitude in the Sierra Nevada. I crashed at the Tour of Slovenia, that was a little setback, but in the last stages a could feel my legs got better and better day by day. I think I am ready for the Tour now. Now we just need a little bit of luck to get through the first ten stages. The Roubaix stage will be special, but on that day, I’ll have the strongest guys from the whole peloton next to me.” – Rafal Majka
“After almost two seasons working with the BORA-hansgrohe cycling team and its incredible riders, we are delighted to announce the extension of our sponsorship engagement. The results, in terms of brand impact and awareness, we received to date, affirm this decision. Our primary goal has been to increase the global consumer awareness for our premium brand hansgrohe and its products. The successful 2017 advertising campaign “Shower like a pro” enabled us to boost our emotional branding, and to increase our presence in major markets, such as France or Germany. In 1.5 years, we launched a dedicated app, started a hansgrohe employee cycling team, hosted dozens of client events all around the global cycling calendar, and we even designed a Special Edition Peter Sagan hand-held shower. With our 2018 follow-up campaign “Your daily dose of energy” we are bound to continue the success story! Our sponsorship vision for the next season is modern, premium and proactive; we can’t wait to continue sharing our values and common goals”. Philippe Harinck, Sponsoring Project Manager of the Hansgrohe Group
“I’m pleased that hansgrohe have extended their sponsorship deal and reaffirmed their commitment to our joint project. BORA decided in April to prolong our sponsorship for two more years until 2021. Our aim is to build a solid base to enable the team to plan for the long-term. We wanted to provide a stable environment that allows the team to concentrate on sporting goals and successes. hansgrohe are a perfect partner for us and numerous synergies result from our highly successful cycling sponsorship cooperation. All involved benefit from shared knowledge and experiences in the kitchen environment. At BORA we continue to revolutionise behaviour and interior design in the kitchen with innovative products, driven by our vision of “the end of the extractorhood.”– Willi Bruckbauer, Owner BORA
