What's Cool In Road Cycling

BORA becomes presenter of the Tour de France broadcast on ARD

BORA, the main sponsor of BORA – ARGON 18, has been granted presenting rights for the live broadcasts of this year’s Tour de France from German TV station ARD. The manufacturer of cooktops and cooktop extractor systems will be featured in at least 60 presenter spots on the public broadcaster. With the program sponsoring, the title sponsor of the only German UCI ProContinental team continues to pursue its engagement in professional cycling.

“Professional cycling has proven to be a very effective platform for BORA’s brand development. Just the first three months as the title sponsor of BORA – ARGON 18 have already produced tangible results. The broadcast of the world’s largest cycling race on German public television allows BORA to reach an even broader audience. Presenting on ARD complements our presence as a team sponsor at the Tour de France perfectly. We thus pursued this opportunity intensively at an early stage,” says Willi Bruckbauer, founder and CEO of BORA.

After a break of several years, ARD decided at the beginning of this year to broadcast live from all 21 stages of the Tour de France. Besides BORA, longstanding Tour de France partner Skoda will also be a presenter on the ARD broadcasts. In addition to this new partnership, BORA continues its TV advertising on the Eurosport network during its pan-European cycling program.

Ralph Denk, Team Manager of BORA – Argon 18: “As a team, we are of course very pleased to have such an engaged main sponsor as BORA at our side for so many years. ARD’s decision to once again broadcast the Tour was enormously important for German cycling and its partners, who will now benefit from reaching a larger audience. BORA made the decision at exactly the right time, and we want to reward this display of confidence with a good performance in the Tour de France.“

The team of manager Ralph Denk will be participating in the Tour de France for the second time in a row. Last year, the team finished strongly by taking seventh place in the general classification and third place in the individual time trial. The 102nd Tour de France starts on July 4 in Utrecht and will cover some 3,344 kilometers before the finish in Paris on July 26.

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