Re:
Zinoviev Letter said:
Bora extends their sponsorship deal with the Bora Hansgrohe team until 2021.
I’m not particularly surprised. I maintain that Bora have probably got the best value of out of cycling sponsorship of any current commercial sponsor in recent years. They were footing the bill for running a top end PCT team on their own, then they effectively moved to splitting a WT budget three ways with Hansgrohe and Specialized. That has meant vastly more exposure for probably not all that much more money, particularly through Sagan whose salary they don’t even have to pay.
They are also about the right size of a company with about the right international spread of operations for cycling to actually make sense as a way of increasing brand profile.
Hansgrohe have now also announced an extension of their title sponsorship until 2020.
Bora seem from the outside to be as well run as cycling teams currently get. These days genuine commercial sponsors are rare in the World Tour. Most WT teams are financed as rich men’s toys, as quasi national outfits, by national lotteries or by bike brands and most of the exceptions are long term legacy sponsors. Bora Hansgrohe have managed to bring in two new commercial sponsors and keep them both around for the long haul.
Of course it helps having Specialized on board, bringing Sagan. And being German also helps - they are from a large rich country which has a lot of companies that want to become Continental scale brands and which doesn’t have rival pro teams. But they’ve done a very good job in getting results, both big ones (this year already they’ve taken stage wins in their fourth and fifth consecutive GTs and won Paris Roubaix) and smaller but sponsor relevant ones (like winning the German and Austrian nationals last week).