BORA takes to the small screen with new Tour de France TV advertising campaign
Kitchen appliance manufacturer, BORA, has launched a new TV advertising campaign to coincide with this year’s Tour de France.
The brand has been a proud sponsor of Red Bull – BORA – hansgrohe cycling team since 2015 and 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 commercial stars professional Belgian road cyclist Remco Evenepoel, who races for the Red Bull –BORA – hansgrohe team, and includes footage of BORA’s revolutionary Pure cooktop extractor being put through its paces to create extraordinary cooking results. The message, ‘Performance is what you control. Greatness begins when you push beyond’, reflects both Evenepoel and BORA’s commitment to being the very best in their respective fields.
The inspiring 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.
BORA, which is dedicated to bringing exceptional creativity and innovation to kitchen design and creating extraordinary products for extraordinary experiences, is committed to supporting its retailers and driving sales through creative multimedia marketing campaigns. 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.”
