•3 min read
Tadej Pogačar (UAE Team Emirates-XRG) has signed a global ambassador deal with KuCoin, a cryptocurrency exchange positioning itself for regulated expansion in Europe under the EU's Markets in Crypto-Assets (MiCA) framework.
The partnership, announced in Vienna on Wednesday, is built around the theme "Trust, Proven by Performance" and marks the first individual ambassador agreement between a top-tier crypto exchange and an elite professional cyclist.
"At the highest level of cycling, trust is built through preparation, consistency, and a relentless focus on safety," Pogačar said. "You earn it over time, through performance and responsible decision-making under pressure. That mindset strongly resonates with how KuCoin approaches trust and security."
KuCoin CEO BC Wong said the deal reflects a broader shift in how digital asset firms approach sports partnerships. "Tadej represents excellence achieved through discipline and consistency at the very highest level," Wong said. "At KuCoin, we apply the same principles as we continue to strengthen security, compliance, and governance."
The announcement took place in Vienna. KuCoin is pursuing MiCA approval through the Austrian Financial Market Authority, which would grant the exchange passporting rights to operate across the EU as a licensed crypto-asset service provider.
Changed landscape
The partnership arrives in a different environment from the first wave of crypto-sports sponsorships in 2021, when exchanges such as FTX and Crypto.com spent heavily on naming rights and team sponsorships. The subsequent collapse of FTX in late 2022 triggered class-action lawsuits against athlete endorsers, including Tom Brady and Stephen Curry, and has influenced how management teams approach digital finance deals.
Professional cycling has faced similar issues. In 2021, the Qhubeka NextHash team faced a financial crisis when its title sponsor, NextHash, failed to meet obligations, contributing to the team's eventual departure from the WorldTour.
However, not all such partnerships have been problematic. Canyon–SRAM zondacrypto has enjoyed stable sponsorship from crypto trading platform zondacrypto since 2025. Zondacrypto was also a sponsor of the Giro d'Italia Women.
KuCoin has emphasised its eight-year operational history and investments in security infrastructure, including SOC 2 Type II and ISO 27001 certifications, as differentiators from earlier crypto sponsors. The exchange described the collaboration as "value-driven" rather than transactional and said it is part of a broader strategy that includes partnerships with golfer Adam Scott and the Tomorrowland music festival.
For Pogačar, the four-time Tour de France champion and reigning UCI Road World Champion, the deal adds to his existing commercial agreements, which sit on top of a rumoured €8m per year salary.
With betting sponsorships facing increasing restrictions in European sport, including a forthcoming ban on front-of-shirt deals in the Premier League, regulated crypto firms are emerging as alternative financial sponsors for elite athletes and teams.
