BORA takes to the small screen with new Tour de France TV advertising campaign

Appliance manufacturer BORA has launched a new TV advertising campaign to coincide with this year’s Tour de France. The brand has been a sponsor of the Red Bull – BORA – hansgrohe cycling team since 2015 and says it has seen brand awareness multiply over the last 11 years as a direct result. 

Now BORA is looking to build on the momentum of its sponsorship by investing in a new TV advertising campaign that will air during the commercial breaks of the 2026 Tour de France, which started in Barcelona on 4th July and finishes in Paris on 26th July. The 30-second adverts star professional Belgian road cyclist Remco Evenepoel, who races for the Red Bull –BORA – hansgrohe team, and includes footage of BORA’s Pure cooktop extractor being put through its paces. BORA says the message, ‘Performance is what you control. Greatness begins when you push beyond’, reflects both its and Evenepoel’s commitment to being the very best in their respective fields. 

The TV adverts will run throughout the Tour de France in the UK and a range of other European countries and are expected to reach millions of viewers. 

As well as the TV commercial, BORA has also launched a new cookbook ‘Team Edition 2026’ which features exclusive recipes alongside pictures of Red Bull – BORA – hansgrohe team cyclists. 

BORA founder Willi Bruckbauer, who is a passionate amateur chef and cyclist, said: “There’s a real synergy between BORA as a brand, which is continually innovating, and the Red Bull – BORA – hansgrohe team, whose pursuit for perfection and drive to be the very best perfectly matches our own. Our new marketing campaign is designed to provide further support for our customers and drive more demand for our innovative appliances.”