Prepare for more adverts of Peter Sagan trying to sell you cooking extractor fans and hobs as he states how much he loves this “cooking revolution” because Bora, one of the titular sponsors for Bora-Hansgrohe, have extended their sponsorship until 2021.
The news is probably not surprising given Sagan’s continued growth as the world’s biggest cycling superstar.
Winning his third straight world champion jersey in 2017 and his second Monument, Paris-Roubaix, earlier this month, Sagan’s efforts have helped create awareness for a brand in a world where sponsorships are key.
“We wanted to increase our brand awareness on an international level. And we have. And we will continue to work on this together with the team, 27 brand ambassadors including the 3-time World Champion Peter Sagan support us. Of course, victories like at Paris – Roubaix help a lot”, says Willi Bruckbauer, the owner of Bora, whose adverts have dominated cycling coverage in the past year.
Sagan, who finished fourth at the Amstel Gold Race over the weekend, said the extension feels good. “It feels very good to have such a reliable partner like Bora on board. To know already that the teams’ future is secured, gives confidence to the whole team. It is impressive, that Ralph Denk formed such a solid project, and I want to thank Willi Bruckbauer for his trust in us.”
“The fact that Bora extended their contract that early, shows that we are on the right track. We still have ambitious goals and some way ahead of us, but now we have some planning security and we’ll keep on progressing.” said Bora team manager, Ralph Denk.
“With this long-term perspective, we’ll have time to foster even more young talents, and support riders that crew up in our team like Emanuel Buchmann, Patrick Konrad, Gregor Mühlberger or Lukas Pöstlberger on their way to the top”.
With the team backed until 2021, fans of Sagan will looking forward to seeing what the 28-year-old will win next?