Red Bull - BORA - hansgrohe: FH students deliver strong concepts
- 09.03.2025
- Practical Project
From left to right: project coach Prof. (FH) Dr. Peter Schneckenleitner, Leonie van der Vorst, Vanessa Mariacher, Emelie Asböck, Nina Gärtner and Martin Brückner from Redbull – BORA - hansgrohe.
As part of a practical project, students at the University of Applied Sciences Kufstein Tirol developed innovative marketing strategies for the professional cycling team Red Bull - BORA - hansgrohe. The first measures to increase brand awareness have already been implemented.
The international professional cycling team Red Bull - BORA - hansgrohe relied on fresh ideas and scientifically sound analysis as part of a practical project at the University of Applied Sciences Kufstein Tirol. Students from the bachelor's degree program in Marketing & Communication Management developed innovative measures to increase the brand awareness of the UCI World Team, acting like a consulting agency.
Under the direction of Leonie van der Vorst and Emelie Asböck, the project team worked closely with the Red Bull - BORA - hansgrohe marketing team for several months. “Working with an international professional cycling team was a unique experience – dynamic, challenging and inspiring. It was particularly valuable to work closely with the people who make up the team and have made it great, and to get a real insight behind the scenes of elite sport,” summarize Leonie van der Vorst and Emelie Asböck.
SCIENTIFIC IN-DEPTH ANALYSIS AND PRACTICAL IMPLEMENTATION
The project team, consisting of Emelie Asböck, Nina Gärtner, Vanessa Mariacher and Leonie van der Vorst, conducted qualitative interviews with people interested in cycling. The data obtained was incorporated into a comprehensive market analysis, which provided exciting insights into brand perception. Vanessa Mariacher's structured documentation and Nina Gärtner's detailed research work were particularly helpful in this regard.
THROUGH THIS PRACTICAL PROJECT, WE LEARNED HOW IMPORTANT STRATEGIC PLANNING, CREATIVE FLEXIBILITY AND DATA-BASED DECISIONS ARE IN MARKETING IN ORDER TO ACHIEVE A REAL IMPACT.
Leonie van der Vorst, Emelie Asböck
Heads of the project team
The students analyzed best practices from other sports and developed creative strategies for acquiring fans and establishing a digital presence. “This practical project taught us the importance of strategic planning, creative flexibility, and data-based decision-making in marketing to achieve real impact,” van der Vorst and Asböck continued.
PRACTICAL PROJECT WITH SUSTAINABLE ADDED VALUE
Project coach Prof. (FH) Dr. Peter Schneckenleitner emphasizes the scientific added value: “It's great to see our scientific approach being perfectly applied in practice in a successful company. The structured approach, the detailed analyses and the promising implications brought great added value to both the company Red Bull - BORA – hansgrohe and our students.”
Although the non-disclosure agreement means that specific recommendations for action cannot be published, the team is pleased with the appreciation of their work. “We are very proud that our recommendations were appreciated and well received by those in charge. We are particularly pleased that one of the ideas has already been implemented,” says the project team.
The collaboration impressively demonstrates how theoretical knowledge can lead to visible success in the context of a practical project.