Goals accomplished – commitment extended

Title sponsorship in cycling pays off for hansgrohe

This partnership can look back on an extremely successful first year: premium brand hansgrohe’s début as title sponsor in international cycling could not have worked out better. The team, led by world champion Peter Sagan, enjoyed a series of wins and made the bathroom specialist from the Black Forest very happy indeed. So it makes sense that the partnership will continue.

Professional bicycle racer Peter Sagan - team BORA-hansgrohe.
In 2017, superstar Peter Sagan from team BORA - hansgrohe sprinted to his third consecutive rainbow jersey when he became Road World Champion.

During the 2017 season, the professional cyclists who make up the BORA - hansgrohe team scored a total of four wins plus nine other podium finishes at the three major national cycling events. Superstar Peter Sagan set a historic record: following his win at the end of an extraordinary final sprint at the World Championship race in Bergen (Norway), the golden boy of cycling donned the road world champion’s rainbow jersey for the third consecutive time – something no other athlete has accomplished before. In the overall standings, the team climbed to eighth place in the UCI team ranking. hansgrohe was also pleased with the level of international coverage, which made premium brand hansgrohe even more visible to the public.

Key markets benefit from increased brand awareness

“Our sponsorship of the cycling team fits in seamlessly with our global marketing strategy for hansgrohe”, said Philippe Harinck, Sponsorship Project Manager at the Hansgrohe Group. “A sharp increase in the awareness of premium brand hansgrohe means that our sponsorship commitment is already paying off in key markets such as Germany and France, as well as in Belgium, where professional cycling enjoys great popularity.”

Extension of the sponsorship commitment

In view of the good results achieved in the first season, hansgrohe is setting its sights on a longer-term partnership with the team and is extending its sponsorship beyond the time frame initially set. “With four prestigious new riders and a new jersey prominently featuring the hansgrohe logo, we are perfectly equipped for the coming year”, said Harinck.

“Even in the first season, awareness of our premium brand hansgrohe rose sharply.”
Philippe Harinck, Sponsorship Project Manager at the Hansgrohe Group
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