Red Bull intends to take over 51% of RD Pro Cycling GmbH & Co. KG, owner of the Bora-Hansgrohe team. The Austrian company also supports individual athletes in cycling, especially in the various off-road disciplines. Red Bull has also acted as a team sponsor in football and Formula 1: the company owns three professional football clubs: Salzburg, Leipzig and New York. However, the Red Bull team sponsorship is a first in cycling.
Red Bull intends to expand its commitment to road cycling and is targeting a partnership with Bora – Hansgrohe. By joining team manager Ralph Denk's operating company, Red Bull aims to complement the team's portfolio of existing long-term title sponsors, which are expected to be retained for the long term. The planned joint venture has been registered with the relevant antitrust authority – Bora-Hansgrohe
The acquisition is not yet official: it is possible to apply for an antitrust review of the merger until January 26, 2024. It is therefore not yet clear what exactly the acquisition means for the team. Red Bull will certainly want to be prominently represented as an owner, but the two main sponsors Bora and Hansgrohe still have contracts up to and including 2027.
