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Hansgrohe extends title sponsorship of UCI WorldTour team

Bathroom appliances manufacturer Hansgrohe has renewed its title sponsorship of German UCI WorldTour cycling team Bora-Hansgrohe.

The new deal runs until 2020 and comes after Bora, a manufacturer of cooking surfaces and extractors, in April extended its title sponsorship of the team until 2021.

Bora-Hansgrohe riders include Rafal Majka and Peter Sagan (pictured), who yesterday (Sunday) won the second stage of the Tour de France.

Team manager Ralph Denk said: “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.”

Philippe Harinck, sponsorship project manager for the Hansgrohe Group, added: “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 one-and-a-half 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.”