BORA hansgrohe German Professional CyclingBand of Brothers


Creative innovator, not an imitator: the wheels keep turning


Since 2015 the innovative cooking systems manufacturer BORA from Bavaria is already name and main sponsor of UCI WorldTeam BORA – hansgrohe. In order to allow consistent development and strategic planning on both sides, BORA decided on a long term sponsorship commitment until 2027. 


„For BORA, the sponsorship was quite the windfall from the very beginning“, says Willi Bruckbauer. „We made a conscious move to go against the mainstream when we decided to become the main sponsor of a professional cycling team. After careful consideration, we were convinced that this suited us, is authentic, and achieves our marketing goals perfectly. 


There are many parallels between BORA as a company and the team of Ralph Denk: we are close to home, yet possess an international orientation, we are constantly developing and at times embark upon unconventional paths, we recognise and provide chances, we do not shy away from competition, and we pursue our goals efficiently and with great passion."


We work hard for the revolution in the kitchen at BORA. And our team is the perfect ambassador to bring the revolution onto the road also“, says Willi Bruckbauer.


BORA develops and produces innovative premium built-in kitchen appliances with impressive design standards. The German-Austrian company group positions its portfolio internationally with the claim ‘More than cooking.’ Since Willi Bruckbauer founded BORA in 2007, the company has been committed to revolutionizing the kitchen as a living space by questioning the ordinary. Its mission: to offer extraordinary products for extraordinary experiences.


The story began with the innovative cooktop extractor systems, which use intelligent technology to draw cooking vapors downwards and are continually developed through BORA’s own drive for perfection. After the expansion of the product range to include the BORA X BO, a professional steam oven for your home, and the associated BORA multi-drawer, refrigeration and freezing systems as well as lighting followed. BORA products are characterized by outstanding performance, simple cleaning and simple operation. Thanks to their timeless design, they fit perfectly into any kitchen, where they provide fresh air and a clear view.

BORA employs over 500 people, primarily at its sites in Raubling, Niederndorf and Sydney as well as in its flagship stores in Munich and Herford, and sells its products in over 60 countries worldwide.


Back in 2009, the company received its first award within the scope of the innovation contest 365 Orte im Land der Ideen, followed by the Deutscher Gründerpreis and numerous Red Dot Awards, Plus X Awards, German Design Awards, Iconic Awards, German Brand Awards, Good Design Awards and iF Design Awards, among others.



Click here to discover more about BORA: Innovative built-in kitchen appliances from BORA - for a healthier and more beautiful home.


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