Red Bull - BORA - hansgrohe

What Red Bull - BORA - hansgrohe does

Red Bull - BORA - hansgrohe is a UCI WorldTour professional cycling team headquartered in Niederndorf, Austria, operating as a private sports entity under the Red Bull umbrella since Red Bull joined as title sponsor in 2024 (rebranding from BORA-hansgrohe). The team competes at the elite level of road cycling, including Grand Tours (Tour de France, Giro d'Italia, Vuelta a España) and one-day Monuments, with a 2026 roster anchored by co-captains Remco Evenepoel and Florian Lipowitz alongside Primož Roglič and Jai Hindley.

The organization's core product is the elite WorldTour team itself, supported by a multi-tier development pipeline: a U19 squad branded grenke-Auto Eder, a U23 "Rookies" development team, and the senior WorldTour roster. It produces a daily behind-the-scenes YouTube series during the Tour de France (roughly 20 TB of footage per race edited by a 12-person team at Red Bull Media House in Salzburg), and sells official merchandise through the Red Bull Shop. Its technology stack is partner-provided rather than proprietary — Specialized bicycles with Roval wheels and SRAM drivetrains, Garmin and Hammerhead bike computers, TrainingPeaks for performance analytics, Retül for 3D bike fitting, and Food Coach for nutrition planning.

The business model is sponsorship-funded rather than product-sales-driven. Revenue derives from title sponsorship (Red Bull, BORA, hansgrohe), a large portfolio of equipment, apparel, technology, and operational partners (Specialized, BOSS, Puma, Garmin, SRAM, Hammerhead, TrainingPeaks, Retül, Mewa, Adria, evoc, Exxeta, Roeckl, 100%, Seven Sundays, REVVI, MNSTRY, Dynamic, Spinazze, plus altitude-training partner Livigno), race prize money, and media/content monetization through Red Bull's global distribution platforms. The team's customer base is B2B, serving sponsors who purchase brand visibility, marketing activation, and association with elite sporting performance.

Name

Red Bull - BORA - hansgrohe

Legal name

Red Bull – BORA – hansgrohe

Website

https://redbullborahansgrohe.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Red Bull - BORA - hansgrohe is a UCI WorldTour professional cycling team based in Austria, competing in Grand Tours with co-captains Remco Evenepoel and Florian Lipowitz, funded through title sponsorships with Red Bull, BORA, and hansgrohe plus a broad equipment and technology partner ecosystem.

Ownership category

akta.pro rank

Product category

Professional Cycling Team (UCI WorldTour)

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD)

akta.pro secondary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Professional cycling team
• UCI WorldTour racing
• Talent development program
• Sports sponsorship services
• Cycling team merchandise

Headquarters

HQ city

Niederndorf

HQ country

Austria

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others, Supply Chain

Distribution channels2 records

Marketing channels4 records

Core offering

Red Bull - BORA - hansgrohe operates a UCI WorldTour professional cycling team that competes in elite stage races and one-day Classics such as the Tour de France, Giro d'Italia, Vuelta a España, and major Monuments. The organization runs a tiered talent development programme from a U19 junior squad (grenke - Auto Eder) through a U23 development team (Rookies) into the elite WorldTour roster, and produces sponsor-facing content including a daily behind-the-scenes YouTube series during the Tour de France.

Product overview

Red Bull - BORA - hansgrohe is a professional WorldTour cycling team organized as a multi-level program. The core offering is the elite WorldTour team competing in Grand Tours and Classics, featuring co-captains Remco Evenepoel and Florian Lipowitz alongside Primož Roglič and others. Supporting this are two development pipelines: the U23 Rookies team (featuring Lorenzo Finn) and the U19 grenke - Auto Eder junior squad (with Karl Herzog, Enzo Hincapie). The team produces daily behind-the-scenes video content for YouTube and sells official merchandise through the Red Bull Shop. The program emphasizes talent development from U19 through to WorldTour level, with recent successes including Evenepoel's Stage 15 Tour de France victory in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Red Bull - BORA - hansgrohe Cycling Team (UCI WorldTour) Elite UCI WorldTour professional cycling team competing in Grand Tours and one-day Monuments including the Tour de France, Giro d'Italia, and Vuelta a España, featuring co-captains Remco Evenepoel and Florian Lipowitz alongside Primož Roglič, Jai Hindley, and other elite riders.
• Red Bull - BORA - hansgrohe Rookies (U23) Under-23 development team including Lorenzo Finn, Gustave Blanc, Max Bock, and others, competing in development events such as the Giro Next Gen and feeding talent into the elite WorldTour roster.
• grenke - Auto Eder (U19) Under-19 junior development team with riders including Karl Herzog, Enzo Hincapie, and Julius Birkedal, winning national championships across multiple countries and serving as the entry point into the Red Bull - BORA - hansgrohe talent pipeline.
• Daily Tour de France YouTube Show Behind-the-scenes daily video series produced during the Tour de France, featuring exclusive rider access, team-bus content, and race narrative footage edited overnight by a 12-person team at Red Bull Media House in Salzburg, with episodes published by 5 a.m. each morning.
• Red Bull Shop Team Merchandise Official team merchandise including jerseys, apparel, and accessories sold through the Red Bull Shop storefront for cycling fans and lifestyle buyers.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Red BullcoreGTM or Marketing PartnerTitle sponsor and primary brand partner. Red Bull provides its global brand, media infrastructure (Red Bull Media House, Red Bull Content Pool, Red Bull TV), event platforms, and marketing distribution for the team. The team is branded 'Red Bull – BORA – hansgrohe' with Red Bull as the primary title sponsor. Red Bull's Chief of Sports Zak Dempster oversees cycling team recruitment strategy.
• BORAcoreGTM or Marketing PartnerTitle sponsor (kitchen appliances brand). BORA is a co-title sponsor in the team name, providing brand association with premium kitchen technology. The partnership is co-branded in the official team name 'Red Bull – BORA – hansgrohe'.
• hansgrohecoreGTM or Marketing PartnerTitle sponsor (bathroom fixtures and kitchen taps brand). hansgrohe is a co-title sponsor in the team name, providing brand association with premium bathroom fixtures. The partnership is co-branded in the official team name 'Red Bull – BORA – hansgrohe'.
• SpecializedcoreGTM or Marketing PartnerBike sponsor providing the team's competition bicycles. Specialized is the bicycle supplier for Red Bull – BORA – hansgrohe, with the team riding Specialized road bikes in competition. Additionally, Roval (a Specialized brand) supplies wheels, and the team uses Specialized equipment including saddle bags.
• BOSSminorGTM or Marketing PartnerApparel partner providing team clothing and formal team attire. BOSS supplies team kits and off-bike clothing for the team.
• grenkeminorGTM or Marketing PartnerFinancing services partner. Grenke – Auto Eder is the name of the team's U19 development squad, indicating a youth development sponsorship relationship. The U19 team is branded 'grenke – Auto Eder' as part of the Red Bull – BORA – hansgrohe development programme.
• Auto EderminorGTM or Marketing PartnerYouth cycling programme partner. The U19 development team is branded 'grenke – Auto Eder'. Formerly known as 'Team Auto Eder', the partnership continues under the Red Bull – BORA – hansgrohe umbrella for youth rider development. Rider Romet Pajur came through this junior programme before joining the Rookies.
• PumaminorGTM or Marketing PartnerFootwear and apparel partner providing team shoes and athletic wear. Puma supplies athletic footwear for the team's riders.
• LivignominorGTM or Marketing PartnerHigh-altitude training camp partner based in Livigno, Italy (known as 'Little Tibet'). The team conducts altitude training camps in Livigno as part of race preparation.
• RoecklminorGTM or Marketing PartnerCycling gloves and accessories partner providing hand protection and grip accessories for team riders.
• 100%minorGTM or Marketing PartnerEyewear partner providing cycling sunglasses and eye protection for team riders.
• Seven SundaysminorGTM or Marketing PartnerBreakfast food partner providing nutrition products for team riders during training and competition.
• REVVIminorGTM or Marketing PartnerCycling apparel partner providing team clothing and performance wear.
• MNSTRYminorGTM or Marketing PartnerLifestyle and apparel partner providing team merchandise and lifestyle clothing.
• DynamicminorGTM or Marketing PartnerBicycle care and maintenance products partner for team bike servicing.
• SpinazzeminorGTM or Marketing PartnerFruit and fresh produce supplier for team nutrition and dietary needs.
• AdriaminorGTM or Marketing PartnerCaravan and mobile accommodation partner for team travel logistics during race campaigns.
• MewaminorGTM or Marketing PartnerTextile service partner providing team laundry and textile cleaning services during race travel.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Movistar Team: Long-established Spanish UCI WorldTour team sponsored by Telefónica's Movistar brand. Competes in the same Grand Tour calendar as Red Bull-BORA-hansgrohe and serves as a benchmark for how legacy sponsorship-backed WorldTour programs operate.
• Lidl-Trek: UCI WorldTour team co-titled by Lidl and Trek with a similar multi-brand title sponsorship structure. Operates a comparable roster of GC leaders and Classics specialists and runs a parallel development pipeline through Trek-affiliated feeder squads.
• EF Education-EasyPost: U.S.-registered UCI WorldTour team with a multi-brand title structure. Operates a roster including climbers and Classics specialists comparable to Lipowitz and Hindley, and competes at the same Grand Tour and Monument race schedule.
• Groupama-FDJ: French UCI WorldTour team co-sponsored by Groupama and FDJ. Competes head-to-head at the Tour de France and other European races, with a comparable French/European brand-led sponsorship structure and development squad investment.
• Soudal Quick-Step: Belgian UCI WorldTour team directly competing in the one-day Classics and Grand Tours. Previously the home of Remco Evenepoel before his €2M transfer to Red Bull-BORA-hansgrohe, making it a directly comparable rival for both rider acquisition and races.
• Team Visma-Lease a Bike: Dutch-registered UCI WorldTour team with Jumbo / Visma title sponsorship history. Competes head-to-head in Grand Tours and shares a similar reliance on data-driven performance technology (Garmin, TrainingPeaks-style ecosystem) and a tiered development structure.
• INEOS Grenadiers: UCI WorldTour team owned by Sir Jim Ratcliffe's INEOS, competing in the same Grand Tours and one-day Monuments with a comparable roster construction philosophy (mix of established stars and youth), and a similar dependence on deep-pocketed single-owner sponsorship.
• Bahrain Victorious: UCI WorldTour team backed by Bahraini state-linked sponsorship. Directly competes in Grand Tours (notably with Primož Roglič previously) with a similar reliance on marquee GC riders and a comparable squad-size operating model.
• Cofidis: French UCI WorldTour team with a banking-services sponsor. A similarly structured ProTour competitor focused on European race calendars, providing a directly comparable benchmark for sponsor economics and team operations.
• UAE Team Emirates-XRG: UCI WorldTour team led by Tadej Pogačar and backed by UAE Emirates / XRG sponsorship. Directly competes with Red Bull-BORA-hansgrohe at Grand Tours and shares the same multi-year budgeting and star-rider-anchored strategy that has redefined top-tier cycling economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCblgJKKKMRfmProLK9Zs9Ig
• Xx.com/RBH_ProCycling
• Facebookfacebook.com/redbullBORAhansgrohe
• LinkedInlinkedin.com/company/redbullborahansgrohe

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Red Bull - BORA - hansgrohe