Team NetApp-Endura will be known as Team BORA for the next five years. The manufacturer of cooking surfaces and cooking extractor systems will be the title sponsor through the 2019 season, starting in 2015. It will mark the return of a German title- sponsored German team to the pro peloton for the first time since 2010.
"I am delighted to announce that BORA we again have a German company back in professional cycling as a title sponsor,” said team manager Ralph Denk. “In BORA we have acquired a title sponsor that is entrepreneur-led, growing rapidly, commercially well established and not afraid to compete with its innovations against the big companies.”
“I can see clear parallels with our team. The commitment of BORA demonstrates that we have been on the right path for the last five years.”
BORA is based in Raubling, Bayern, Germany, where the team is also based. The firm’s owner, Willi Bruckbauer, was once “on the verge of becoming a pro cyclist,” as he put it. But that was not the reason for the firm’s decision to sponsor the team, which was based on solely economic grounds.
"We now want to present our innovative products to a wider public,,” he said. “The naming right in professional cycling is an ideal tool for this project. We have established our plan step-by-step in recent years, initially as a partner to the team and now including TV advertising at cycling races in many European countries. Now is exactly the right moment to become the title sponsor.”
BORA has sponsored the team since 2012. The company is best known for its “cooktop extraction systems”, which replace exhaust hoods over cooktops, by sucking the exhaust down and out.
The team is “happy to have secured the future of the team so early and for such a long period. With BORA, we intend to become further established as one of the best ProContinental teams, so that we can get into the new WorldTour in 2017. Only this will enable us to offer BORA the world's biggest races as a platform for its brand," said Denk.
He added that the team has extended the contracts of some of its riders, with others to follow, and that new signings will be made after August 1. “I think we will be able to announce the first names before the most important German race, the Cyclassics in Hamburg.”
The team announced earlier this month that NetApp and Endura would leave as sponsors at the end of this season. NetApp has been name sponsor since the team started on the Continental level in 2010, and Endura joined when the team merged with Team Endura Racing in 2013.
Other teams are also looking for new sponsors, including the two Dutch WorldTour teams, Team Belkin and Giant-Shimano.