Tour de France 2018
One day before the 2018 Tour de France Grand Départ in Noirmoutier, hansgrohe is proud to announce the renewal of their commitment as a title sponsor to the multi-winning BORA-hansgrohe cycling team until the end of the 2020 season. The announcement took place during the team’s pre-Tour de France press conference, in the presence of 3-time World Champion Peter Sagan, Rafal Majka and team manager Ralph Denk.
Philippe Harinck, Sponsoring Project Manager of the Hansgrohe Group:
“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”.
Peter Sagan, UCI World Champion:
“I am delighted that hansgrohe now joins BORA in extending their support for our team early on. We all share the same vision, and that is why we will continue to work side by side on achieving our goals. I have a great amount of respect for Ralph Denk’s work and for what he has made possible. And I would like to thank hansgrohe and BORA for their faith in us.“
Ralph Denk, BORA-hansgrohe team manager:
“It is always a pleasure and a special moment for me to reveal positive news in the realm of a press conference. For our team it is a confirmation of the hard work we deliver on a daily basis to provide our riders and sponsors with the professional surroundings they deserve. This is the only way we can achieve our joint goals. This long-term investment of both of our partners, BORA and hansgrohe, gives the team planning security. We will continue to establish ourselves in the WorldTour because our goals are high.“