Spectrum: By now it should have gotten through to almost every cycling fan – the tour is back on ARD. Today the main sponsor of the German BORA-Argon 18 team, the cooktop and extractor hood manufacturer BORA, announced that it would become the official presenter of the broadcast.
The courageous commitment of the German manufacturer in the cycling sector is thus consistently continued. The company secured at least 60 presenter spots for transmission on public television. One or the other cycling fan will have seen a BORA commercial during the cycling coverage on Eurosport. The company is fully convinced of the course it has taken, as founder and managing director Willi Bruckbauer affirms: "The cycling platform is very effective for BORA's brand development. The first three months after BORA – ARGON 18 got its name have already produced noticeable results. The broadcast of the world's largest bicycle race on public television enables us to present BORA to an even larger audience. Presenting on ARD perfectly complements our presence as a team sponsor at the Tour de France. That's why we made an intensive effort to develop this form of advertising at an early stage."
Of course, the BORA-Argon 18 team can also count themselves lucky to have found a sponsor and namesake who is so committed to the cause, as Team Manager Ralph Denk emphasizes again: “As a team, we are of course happy to have such a committed main sponsor like BORA at our side in the long term. ARD's decision to return to broadcasting the tour was extremely important for German cycling and its partners. Because these companies now benefit from an even greater reach. BORA made its decision at exactly the right time and we want to repay this leap of faith with a good sporting performance in the Tour de France.”
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