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SBD Global/July 17, 2014/Marketing and Sponsorship

Bora Signs On As New Title Sponsor Of German Pro Cycling Team NetApp-Endura

Bora will become the new title sponsor of German pro cycling team NetApp-Endura.
German kitchen appliance manufacturer Bora "will become the new title sponsor of German pro cycling team NetApp-Endura," according to the SID. Team Manager Ralph Denk "unveiled the new partnership together with Bora boss Willi Bruckbauer during the Tour de France's first rest day in Besancon on Tuesday." Bora "has signed a five-year deal with the team, which will take effect in January." The team's current sponsors Net-App and Endura "will withdraw their support of the squad." Denk: "It's a big, big day for us." Despite the new sponsorship, the team "will continue to compete as a second-tier Pro Continental squad." The outfit "plans on competing in the top-flight World Tour starting in '17." Denk: "We want to create a team which will be competitive then. There is a budget increase in the contract" (SID, 7/16).
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