Energy drinks giant Red Bull has completed its acquisition of Bora-Hansgrohe, the German-based WordTour team, to make its first entry into professional road cycling.
Red Bull, which has worked with Bora-Hansgrohe and its junior development team in recent years, filed a notice with Austria’s Federal Competition Authority of its intent to acquire a controlling interest in the team in January.
Go deeper with GlobalData
The Austria-based firm has now purchased a 51% stake in RD Pro Cycling GmbH & Co KG and RD Beteiligungs GmbH, the two companies that own and manage the team.
The two companies have been owned or controlled by team founder and manager Ralph Denk, his family, and other partners. Denk, a former cyclist, previously held the majority stake and will continue as team manager.
In addition, Red Bull will become a title partner of the team alongside German companies Bora and Hansgrohe.
Beginning with this year’s Tour de France, the team will ride under the name Red Bull-Bora-Hansgrohe.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataDenk said: “We have always been in a very healthy position and have achieved an extraordinary level together with Bora and Hansgrohe. And we also want to continue to win in the future.
“That's why I was looking for another strong partner who fits with me and our current team, shares our vision, and acts innovatively and sustainably. We have known Red Bull as a team partner for three years and they are known as a sponsor and developer in the sport like no other.
“We now have access to the Red Bull world. This knowledge is unique in the world of sports, and we look forward to benefiting from this expertise and taking the next steps together.”
The cycling team was founded by Denk in 2009 and launched as a UCI Continental team, NetApp, for the 2010 season. It then progressed to ProContinental level in 2011 and in 2013, became NettApp-Endura, before being renamed Bora-Argon 18 in 2015.
On entering WorldTour level in 2017, the team was named Bora-Hansgrohe and signed then-world champion Peter Sagan. The team has since then worked closely with Red Bull and uses the company’s athlete performance center in Thalgau, Austria.
Its junior development team, meanwhile, is named Red Bull Junior Brothers.
From 2025, Red Bull-Bora-Hansgrohe will launch a new under-23 team, with the long-term development of young riders from within their own ranks a key part of the new strategy.
The acquisition adds to Red Bull’s investments in sport, which includes motor racing’s Formula 1 through the Red Bull Racing and Scuderia Alpha Tauri teams, soccer’s RB Leipzig, RB Salzburg, and New York Red Bulls, and ice hockey’s EC Salzburg.
