Red Bull, the popular Austrian energy drink company known for caffeine/taurine, has just acquired a controlling 51% stake in the German professional cycling team Bora Hansgrohe. The basic details were posted on Austria’s Federal Competition Authority website.
The bottom line is that we will probably see Red Bull at the Tour de France this year on Team kit and bikes. At least Red Bull will ramp up the overall quality of TdF marketing efforts quite a bit. It is a bit surprising though, as I don’t see professional road cycling as being “dangerous” enough to fit with Red Bull’s image, although I appreciate they have many sporting interests.
The joint venture between Red Bull and Team Manager Ralph Denk’s operating company can be implemented as planned. The Austrian antitrust authority has no objections to the planned partnership with BORA-Hansgrohe. Further details will be presented during the season.
Another point worth making is that this adds another wealthy sponsor to professional cycling, but as Ineos found, that doesn’t necessarily guarantee you the top spot on the podium in Paris.
Maybe it’s time for a new strapline?
Red Bull gives you wheels.
(and a chain)
You heard it here first, I’ll assert my copyright on that phrase just in case 😉
Last Updated on 27 January 2026 by the5krunner
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. See the gear tfk uses. ID
And just like that the self proclaimed “german” cycling team dealt another blow to germany’s broad public’s intererst in cycling.
Cycling is not popular since the downfall of Ulle / Team Telekom and in football-only Germany, RB is really loved for their articifical club RB Leipzig.
Not a win image or publicity wise for RB so I guess they are only after the pro license and the team’s backbone.
Say goodbye to your over 20 years of engagement and work Mr. Denk!
if it’s any consolation the only sport in the UK is football too. We can’t even do that propery as you’ve stolen our best goal scorer (Kane)
Funny sequence: they showed the new kits last week. That has to be redesigned. With 51% RB will become the name giver I’d say. The rest will have to make way…..
With the Roglic and Uijtdebroeks story (which would have been more efficient to combine) the latter maybe hadn’t yet communicated that he wanted cancel his contract…. (or he had but Bora chose to postpone the matter in order to have a better negotiating position)
yeah
i guess i’m vaguely interested in what the name will be.
TdF is one of those funny things for foreigner like me, most of the team names mean absolutely nothing. (Actually even Ineos did until i realised who they were in the uk)
1) its just planned and awaiting allowance, like the link to austrian government tells. Thats typical, because in Europe no one wants syndicates. But here this shouldnt be a problem. Maybe because Red Bull (Red Bull Advanced Technologies i think was it called) helped BMC developing their new road bike frame and triathlonbike.
2) Red Bull is since 2021 Sponsor of Bora Hansgrohe. Radsport-News wrote an article about that. But anyway, we are not talking about sponsoring, we are talking about owning the team
I read someone that cycling are looking at a F1 style calendar format.
So maybe there will be Crit races once a fortnight around the world – that’s more aligned to Red Bull’s imagine I think.
it would, yes
i just don’t think bike racing has anywhere near the glamour of F1…nor ever will. It’s more popular in some european countries so I suppose mass popularity is possible.