A major player in the sports industry, Red Bull, has further expanded its involvement in road cycling by becoming the majority shareholder in the Bora-Hansgrohe team. This development was revealed in a notice on the Austrian competition authority's website.
Red Bull reportedly purchased 51 percent of the company behind the team, giving them controlling ownership and decision-making power in the future.
This is not the first collaboration between the two entities. Red Bull and Bora-Hansgrohe have previously worked together on talent programs for Bora-Hansgrohe's junior team, Team Auto Eder. Additionally, former skier Anton Palzer, a Red Bull athlete, now rides for the German team.
Red Bull's investment in sports is not new. The Austrian energy drink manufacturer owns football clubs including Red Bull Salzburg, RB Leipzig, and New York Red Bulls, and is involved in numerous other sports, primarily extreme sports that add extra branding value to their drink, with cycling being no exception.
As of now, it is unclear if this acquisition will lead to any sporting consequences or changes in the team's apparel. Neither Bora-Hansgrohe nor Red Bull have commented on the matter so far.
Notable road cyclists Tom Pidcock and Wout van Aert are also Red Bull athletes.
