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Red Bull enters road cycling by acquiring Bora-Hansgrohe

Energy drink maker Red Bull plans to take over a narrow majority of German team Bora Hansgrohe. The agreement is currently still being examined by antitrust law.

redbull bora

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.

redbull bora
Credits: Red Bull Content Pool / Helge Roeske

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.

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[email protected] I am a fan of everything that has 2 wheels: at a young age I practiced road and track cycling (Italian Allievi champion). At the age of 18 I passed into the cross country competing at national/international level as an Under23. Past Elite, I made the choice to take things more lightly from a training point of view, and my love for gravity disciplines was born, training me as an FCI MTB instructor and guide. Now I have made passion my profession by managing 2 MTB centers on the island of Elba (Bike Center Elba and Elba MTB), creating the FANTAmtb and telling in an ironic but professional way everything that revolves around MTB thanks to 365mountainbike and 365TV (YouTube'PULITI dentro BIKER fuori').

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