Tadej Pogačar has signed a global ambassador deal with cryptocurrency exchange KuCoin, becoming the first elite professional cyclist to sign an individual partnership with a cryptocurrency exchange.
The Slovenian, who rides for UAE Team Emirates-XRG, unveiled the agreement at a launch event in Vienna on Wednesday. The deal arrives two months after KuCoin obtained a Crypto-Asset Service Provider licence from the Austrian Financial Market Authority, enabling the exchange to operate across 29 European Economic Area countries under the EU’s Markets in Crypto-Assets regulation.
“Trust in cycling is built through preparation and consistency,” Pogačar said at the announcement, held at the Spanish Riding School. “A mindset that resonates with how KuCoin approaches security.”
Regulatory pivot
The partnership, operating under the theme “Trust, Proven by Performance,” comes amid changes in how cryptocurrency companies use sports marketing. Many firms have moved from logo-heavy sponsorships in 2021-2022 to campaigns that highlight regulatory licences and compliance.
KuCoin CEO BC Wong said: “Pogačar represents excellence achieved through discipline, mirroring our own goals for governance and compliance.”
The exchange’s European arm, KuCoin EU Exchange GmbH, secured its Austrian licence in late November 2025, ahead of stricter mid-2026 deadlines for non-compliant platforms.
For Pogačar, the agreement adds to his personal commercial portfolio. As noted on cycling news website Velora Cycling, The 27-year-old’s endorsement income was previously estimated at approximately €2 million annually from partners including Richard Mille and G42. Industry analysts suggest the KuCoin deal could double that figure.
The timing follows a recent run that saw Pogačar claim his fourth Tour de France title and the 2025 World Championship. His UAE Team Emirates contract, worth €8 million per year, runs through 2030.
Crypto-adjacent brands have become increasingly visible in the professional peloton, with zondacrypto sponsoring Canyon//SRAM Racing and Emirates announcing a Crypto.com partnership for flight payments last July. Terms of the Pogačar agreement, including its duration and financial value, have not been disclosed.
