Cycling: the BORA-Hansgrohe team to become Red Bull-Bora-Hansgrohe from the Tour de France 2024

Red Bull, a group specialised in the production and marketing of energy drinks, has become the main partner and co-title sponsor of the German professional cycling team BORA-Hansgrohe, which will be called "Red Bull-Bora-Hansgrohe" from the Tour de France 2024 (29/06 to 21/07/2024) onwards, announced both parties on 02/05/2024.

Red Bull will give its name to the team alongside BORA, a German manufacturer of cooking systems, and Hansgrohe, a German manufacturer of taps for kitchens and bathrooms, both of which are under contract until 2027.

This announcement comes three months after a joint venture between Red Bull and the companies that own the German team was confirmed at the end of January 2024. The Austrian Federal Competition Authority was notified of the "indirect acquisition of a controlling interests of 51% in RD pro cycling GmbH & Co KG and RD Beteiligungs GmbH (owner of the professional road cycling team BORA-hansgrohe, UCI WorldTour) by Red Bull" on 02/01/2024.

As part of this agreement, Red Bull-Bora-Hansgrohe will create an Under-23 section and development program in 2025…