ENSRAM x BORA-hansgrohe
A new era of WorldTour partnership
SRAM is officially the drivetrain partner for German-based team BORA - hansgrohe for 2024 and beyond. The riders will race with SRAM RED eTap AXS groupsets and Hammerhead head units. The German-based team is in its 14th season, stepping up to WorldTour status in 2017, and will focus on Grand Tour victories in 2024.
The team includes 2022 Giro d’Italia champion Jai Hindley, Grand Tour stage winner Lennard Kämna, and recently signed four-time Grand Tour winner Primož Roglič.
“SRAM, along with our OE partner Specialized, is excited to be racing with BORA - hansgrohe, one of the strongest teams in the WorldTour,” commented SRAM CEO Ken Lousberg. “We look forward to working with Jai Hindley, Aleksandr Vlasov, and continuing with Primož Roglič on SRAM, one of the best riders of this generation.”
This team is exciting to watch; they have all the tools to win the world’s biggest races, and our focus is to help them
–Jason Phillips, SRAM Road Racing Director
“For me, the partnership with SRAM also means a very personal return to the company,” says Ralph Denk, BORA - hansgrohe Team Manager. “In the 90s, SRAM gave me the opportunity to take the very first steps in my professional career. Back then I experienced SRAM as an innovation-driven company with a strong hands-on mentality. Now we’re looking ahead to our partnership with SRAM and after our initial talks, I can already confirm that the mentality and motivation from back then are still there!”
“From day one we felt the full commitment of SRAM, which gave us a lot of confidence for the partnership,” stated the team’s Head of Technical Performance Gerd Kodanik. “From the technical side, we have seen huge developments at SRAM over the past years. One thing I really want to point out is the super wide range of gearing options. For every rider and every race we have individual and very specific set-up options. We tested SRAM in many different conditions and environments – from cobbles to rainy and sunny weather. We’re very much looking forward to working together.”
“I’m super excited to ride on SRAM next year!” says Jai Hindley. “I was already able to test the RED eTap AXS groupset and I’m really happy with it. Particularly the possibility of using a single chainring set-up for some races or stages can be very beneficial in my opinion.”
The team will also be equipped with Hammerhead computers. “Hammerhead Karoo 2 is a powerful training tool, and will guide our athletes to a competitive advantage on the race course with each rider’s most relevant real-time data,” says Kodanik.
The team will begin their racing calendar in Australia at the opening criterium of the Santos Tour Down Under, the Down Under Classic, on January 13.