Cycling: extreme sports, Formula 1, football… Energy drink brand Red Bull is the new shareholder of Bora-Hansgrohe

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The RedBull empire continues to expand. Red Bull, an Austrian company specializing in the marketing of energy drinks, will become the majority shareholder of the Bora-hansgrohe cycling team. The Austrian Federal Competition Authority announced on its website that it will purchase 51% of the brand’s shares.

This is news that risks shaking up the cycling ecosystem for years to come. Austrian Federal Competition Authority announced his website Acquisition of 51% shares of the German team by Red Bull. Training immediately confirmed that the Austrian company would take control.

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“Red Bull plans to expand its involvement in road cycling and is targeting a partnership with Bora-Hansgrohe,” a team statement said on Wednesday. “Red Bull is seeking to complement the team’s current structure by becoming a partner in technical director Ralph Denk’s operating company. A portfolio of great sponsors that will stay for the long term. “The proposed joint venture has been reported to the relevant competition authority.”

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Partnerships between these two organizations, one operating in the field of bicycles and the other in the field of energy drinks, are not new. Since 2023, they have launched a program to identify young riders, sponsored by Redbull, which will allow future potential candidates to join the Austrian cycling team. Win-win change!

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But generally speaking, the brand has established itself firmly in the peloton, having sponsored many riders such as Wout Van Aert and Tom Pidcock for several years. Only one runner on the Bora side was supported by the organization. It was the German Anton Palzer.

Roglic, a not-so-harmless arrival

Last October, the name Red Bull was bandied about at the signing ceremony of Primoz Roglic, former leader of Jumbo-Visma (called Visma | Lease a Bike since 2024). The Slovenian, now with the German team, left Jumbo-Visma (now Visma | Rent a Bike) despite his existing contract with the Dutch, a rarity in the cycling world. Many media claimed that the operation was made possible thanks to the contribution of Red Bull, which would cover the costs of this transfer.

This rumor was denied by Ralph Denk, who had been Bora-Hansgrohe’s director since the team’s founding and was by then the majority owner of his team through the legal entity RD pro Cycling GmbH & Co KG and RD Beteiligungs GmbH.

Red Bull starts a new sport

Since its founding, the Austrian company has been building sponsorships with athletes to develop them, to the point that its boss announced in 2010: “The aim of the company is no longer to sell drinks, but to discover talented people and help them succeed.”

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Initially interested in extreme sports, the Austrian company later sponsored French gaming stars such as Gotaga, then world-renowned top athletes such as Stade Toulousain star Romain Ntamack.

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After creating a football subsidiary with clubs in Austria, Germany and Brazil and owning two Formula 1 teams, one thing is certain: the energy drink brand has no intention of stopping there as it enters a new playing field.

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