Red Bull acquires the Bora-Hansgrohe team

The energy drink company Red Bull is expanding its horizon in sports, mainly focused on sponsoring events and individual athletes, to acquire the majority of the shares of the Bora Hansgrohe team. Although the purchase does not imply entering the team's sponsorship, it is very likely that the Bora cyclists will start wearing the colors of the Austrian firm, which would represent a significant economic boost for their structure.

Red Bull gives wings to Bora-Hansgrohe

Beyond being pioneers in what refers to stimulating energy drinks, Red Bull has been associated since its inception with sports sponsorships, especially in disciplines where adrenaline, excitement, and risk are present. Thus, we have had Red Bull sponsoring mountain bike cyclists, motorcycle teams, spectacular events such as cliff jumps, the classic Red Bull Rampage mountain bike, or who does not remember the spectacular free fall record that Felix Baumgartner starred in launching from the stratosphere and, of course, the crown jewel, the unbeatable Formula 1 team that has been tyrannizing the competition for years at the hands of Max Verstappen.

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In the world of road cycling, its presence until now was limited to personal sponsorship of cyclists such as Wout van Aert or Tom Pidcock, which was evident in their use of the characteristic helmet with Red Bull colors. Now, the brand takes a significant leap with the announcement of the acquisition of 51% of the shares of the Bora-Hansgrohe team which, technically, makes them the new owners of the team although it has not yet transpired if there will be changes in the direction at the head of which is Ralph Denk, founder of the squad.

The team has been experiencing a gradual growth that was evident a couple of seasons ago with the achievement of the Giro d'Italia by Jai Hindley. This 2024 they took another turn towards their path to becoming a reference squad after securing the coveted signing of Primoz Roglic.

In any case, the acquisition of the team by Red Bull does not imply, for the moment, changes in the team's sponsorship although it would be strange if the cyclists of the German team did not end up wearing the logos of the energy drink brand which, on the other hand, would imply a significant economic contribution that, surely, would result in raising the level of the team. We will have to be attentive to the following movements by Red Bull.