Red Bull – BORA – hansgrohe has landed in the world of pro cycling, with Red Bull taking on co-sponsorship of the BORA – hansgrohe team.
Red Bull notes that it has a long-term vision to develop Red Bull – BORA – hansgrohe. The team will look to benefit from the success of Red Bull in its association with other sports. In addition to strengthening the WorldTeam, global scouting will be expanded and a U23 team will seek to close the gap between the team’s own juniors and the WorldTeam.
Red Bull adds that… ‘Finding talented riders and developing them into future Grand Tour stars and iconic riders – this is the beginning of a new era for manager Ralph Denk and the team.’
Ralph Denk, CEO at Red Bull – BORA – hansgrohe, said “Today we open a new chapter in our team’s history as Red Bull – BORA – hansgrohe. I would even go so far as to say that this is a milestone for cycling as a whole.
“Our project has always been ambitious, but now we clearly have our sights set on the top, we want to shape our sport and become the most attractive brand.”
Oliver Mintzlaff, CEO Red Bull Corporate Projects and Investments, added “Today is a special day and we are looking forward to finally getting started. We are very ambitious; we want to continuously develop and take the next steps to win grand tours and the biggest races in cycling.
“Red Bull has shown in many sports how these goals can be achieved with a clear vision, the development of talent, professionalism, and innovation in sport. We are proud that our long-standing partners BORA, hansgrohe and Specialized remain with our team and are starting a new era together with us. I would like to express my sincere thanks to them.”
The project for the newly rebranded starts on Saturday, June 29, with the commencement of the Tour de France, where Red Bull – BORA – hansgrohe will be looking to make an impression.
The team is ready to fight for yellow in the biggest race of the year. Red Bull – BORA – hansgrohe relies on a strong team surrounding leader Primož Roglič. On the climbs, the leader relies on climbing specialists Aleksandr Vlasov and Jai Hindley. Both have only one Tour de France under their belts – but they were strong firsts for both. Vlasov finished the 2022 Tour in the top five, while Hindley’s day in the yellow jersey last year was a highlight in the team’s history.
Also on board is BOSS, which becomes a fashion partner. In addition to Red Bull, BOSS is another new brand to appear on the team jerseys.
The core brand of the global fashion and lifestyle company HUGO BOSS has a long tradition in sports sponsorships. As a partner of the Red Bull – BORA – hansgrohe team, BOSS is immersing itself in professional cycling at the highest level. Just in time for the Tour de France, the ‘official partner for fashion apparel’ is outfitting the team’s athletes and staff with new casual and athleisure styles.
