Red Bull Secures Majority Stake in Bora-Hansgrohe Cycling Team

In a significant development, energy drinks giant Red Bull has successfully acquired a controlling stake of 51% in the German WorldTour cycling team Bora-Hansgrohe. The acquisition was revealed through a notice published on Austria’s Federal Competition Authority, categorized as a “planned purchase process.”

The notice specifies that Red Bull has made an “indirect acquisition of controlling interests of 51% in RD pro cycling GmbH & Co KG and RD Beteiligungs GmbH,” the holding company of Bora-Hansgrohe.

This move comes as the 2024 cycling season is poised to be notable for Bora-Hansgrohe, particularly with the arrival of Primož Roglič from Visma-Lease a Bike, marking the team’s first top-flight General Classification (GC) rider—a multiple Grand Tour winner capable of contending for the Tour de France’s yellow jersey.

Details regarding the implications of the merger remain limited, leaving questions about potential rebranding or the future status of Bora and Hansgrohe as co-title sponsors unanswered.

In an official statement, Bora-Hansgrohe remarked, “Red Bull is planning to expand its involvement in road cycling and is aiming for a partnership with BORA – hansgrohe. By becoming a partner in Team Manager Ralph Denk’s operating company, Red Bull strives to complement the team’s portfolio of existing long-term main sponsors, who will remain on a long-term basis. The planned joint venture has been notified to the relevant antitrust authority.”

Notably, Red Bull and Bora-Hansgrohe have previously collaborated closely on various initiatives, including the launch of the “Red Bull Junior Brothers” talent scouting program, designed to identify U19 riders for Bora-Hansgrohe’s U19 development squad, Team Auto Eder.

While Red Bull has been a personal sponsor for individual riders like Anton Palzer and Wout van Aert, the move to acquire a majority stake in one of the prominent WorldTour teams represents a significant step. Red Bull’s involvement in cycling now parallels its ownership in sports like Formula One (Red Bull Racing and Scuderia Alpha Tauri), football (RB Leipzig and New York Red Bulls), and ice hockey (EC Salzburg), showcasing a comprehensive approach to sports promotion and marketing strategy.