Red Bull – BORA – hansgrohe: the start of a new era in cycling

A new name, eye-catching outfits, helmets designed to fit the Red Bull athletes’ look, bikes with a shiny metallic white silver design. Red Bull – BORA – hansgrohe has arrived in the world of cycling, bringing a fresh style to the peloton. The new look makes it clear that today is a milestone for the team, a departure for big goals. Nothing less than to become the most attractive brand in cycling.

The vision of developing Red Bull – BORA – hansgrohe into the most attractive brand is a long-term one. The team will benefit from the success of other sports and the unique performance expertise of its new partner, Red Bull. In addition to strengthening the WorldTeam, global scouting will be expanded for the new season and a U23 team will close the gap between the team’s own juniors and the WorldTeam. Finding talented riders and developing them into future Grand Tour stars and iconic riders – this is the beginning of a new era for manager Ralph Denk and the team.

Ralph Denk, CEO Red Bull – BORA – hansgrohe: “Today we open a new chapter in our team’s history as Red Bull – BORA – hansgrohe. I would even go so far as to say that this is a milestone for cycling as a whole. Our project has always been ambitious, but now we clearly have our sights set on the top, we want to shape our sport and become the most attractive brand.”

Oliver Mintzlaff, CEO Red Bull Corporate Projects and Investments: “Today is a special day and we are looking forward to finally getting started. We are very ambitious, we want to continuously develop and take the next steps to win grand tours and the biggest races in cycling. Red Bull has shown in many sports how these goals can be achieved with a clear vision, the development of talent, professionalism, and innovation in sport. We are proud that our long-standing partners BORA, hansgrohe and Specialized remain with our team and are starting a new era together with us. I would like to express my sincere thanks to them.”
The ambitious project starts on Saturday. With the commencement of the Tour de France, Red Bull – BORA – hansgrohe will make an impression.

Strong team in the fight for yellow
With the new setup, the team is ready to fight for yellow in the biggest race of the year. Red Bull – BORA – hansgrohe relies on a strong team surrounding leader Primož Roglič.

On the climbs, the leader relies on climbing specialists Aleksandr Vlasov and Jai Hindley. Both have only one Tour de France under their belts – but they were spectacular firsts for both. Vlasov finished the 2022 Tour in the top 5, while Hindley’s day in the yellow jersey last year was a highlight in the team’s history. The team’s top-class support in the high mountains recently proved its strength with the overall victory at the Dauphiné. Just as there, debutant Matteo Sobrero will provide mountain support at the Tour de France as well.

The physical strength and presence of Danny van Poppel, Marco Haller, and Nico Denz will provide concentrated power on the flats. The trio has the experience of 29 Grand Tours and will give the climbers plenty of reassurance. Veteran and Tour de France stage winner Bob Jungels will take on the role of road captain.

New style – new partner: BOSS becomes fashion partner
In addition to Red Bull, BOSS is another new brand to appear on the jerseys. The core brand of the global fashion and lifestyle company HUGO BOSS has a long tradition in sports sponsorships. As a partner of the Red Bull – BORA – hansgrohe team, BOSS is immersing itself in professional cycling at the highest level. Just in time for the Tour de France, the “Official Partner for Fashion Apparel” is outfitting the team’s athletes and staff with new casual and athleisure styles.

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Contact: Fabian Ress / +49 173 248 8404
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Credit: Red Bull Content Pool