Targets met – commitment extended

Title sponsoring in cycling pays for hansgrohe

This partnership can look back on a very successful first year: The premium hansgrohe brand draws its conclusions following a debut as title sponsor in international cycling. The team around the world champion Peter Sagan collected victory after victory, bringing smiles to the faces of the sanitation specialist from the Black Forest. It only makes sense to continue the partnership.

Professional cyclist Peter Sagan for Team BORA - hansgrohe.
In 2017, superstar Peter Sagan of Team BORA - hansgrohe sprinted for the third time to the rainbow tricot that goes to the world champion in road cycling.

In the three major national tours in the 2017 season, the professional cyclists around the BORA - hansgrohe team took home a total of four victories and nine other podium positions. Superstar Peter Sagan delivered an historic series of races: After his victory in the brilliant final dash at the World Championships in Bergen (Norway), the smiling man of cycling donned the rainbow tricot of the street cycling world champion for the third time in a row – a feat no other athlete has accomplished thus far. In overall scoring, the team climbed into eighth place in the UCI team ranking. The people at hansgrohe were also delighted at the strong international coverage in the press, which brought the premium hansgrohe brand even greater public visibility.

Important markets benefit from increased brand awareness

“Sponsoring the cycling team is a seamless fit for the global marketing strategy at hansgrohe,” says Philippe Harinck, Sponsoring Project Manager at the Hansgrohe Group. “The quantum leap in awareness of the premium hansgrohe brand is already paying off in important markets such as Germany, France and cycling-enthusiast Belgium.”

Extension of the sponsorship commitment

In light of the good results of the first season, hansgrohe is interested in a longer-term partnership with the team and has extended the commitment beyond the original period. “With four well-known new members of the team and a new tricot featuring a clearly visible hansgrohe logo, we are perfectly equipped for the year ahead,” Harinck points out.

“Awareness of our premium hansgrohe brand has already taken a quantum leap in the first season.”
Philippe Harinck, Sponsoring Project Manager at the Hansgrohe Group
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