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German Pro Continental team signs title sponsor for WorldTour drive

German UCI Pro Continental cycling team Bora-Argon 18 has signed a title sponsorship agreement with bathroom appliances manufacturer Hansgrohe as part of its effort to join the top-tier WorldTour circuit in 2017.

Hansgrohe’s partnership will commence with the 2017 season, with the team set to adopt the new Bora-Hansgrohe moniker. The deal will also cover the 2018 and 2019 seasons.

It was announced last week that Bora, a manufacturer of cooking surfaces and extractors, would remain the team’s co-title sponsor from next season onwards.

“Thanks to the two strong partners, Bora and Hansgrohe, and the budgets that will be available to us as of 2017, we will be part of the action in competing for winning positions in the WorldTour,” team manager Ralph Denk said. “The team will be focusing on Grand Tours on the one hand, as well as on the Classics. To achieve our objectives, we will build up our team in a targeted fashion and further reinforce it in a number of positions.”

Bora will compete at this year’s Tour de France, which begins tomorrow (Saturday). Hansgrohe will receive exposure on a special edition team jersey during the event which is designed to promote the German city of Dusseldorf’s hosting of the Tour’s 2017 Grand Depart.