"Eager to learn and to enjoy the atmosphere without bothering anyone" - UAE team boss praises influencer in contrast to Erola Jons controversy
CyclingWednesday, 26 August 2026 at 09:45
The Vuelta a España continues to explore new ways to connect with a younger audience, further removed from traditional cycling. The presence of content creators has become one of the race’s bets to broaden its reach on social media, although the strategy has been overshadowed in recent days by the controversy surrounding Erola Jons. Amid that debate, TheGrefg enjoyed a very different experience on Tuesday with a visit to UAE Team Emirates-XRG.
The well-known Spanish content creator, one of the biggest names in the digital space, headed to the Emirati team’s setup during La Vuelta to see from the inside how one of the peloton’s most powerful structures operates. His visit helped bring cycling closer to a community of followers who, in many cases, may not have the same connection to the sport as the race’s usual audience.
The experience also left a strong impression on Joxean Fernández Matxin. UAE’s head of sport shared a photo with TheGrefg and Pablo Torres and publicly highlighted the influencer’s attitude during his time with the team.
“This morning we were visited by TheGrefg, an influencer with more than seven million followers on Instagram. A real ace. Polite, respectful, eager to learn and to enjoy the atmosphere without bothering anyone,” Matxin wrote on his social channels.
Respect for cycling, key to the warm welcome for the YouTuber
The Spanish manager’s message underscores one of the core issues in the debate during this edition of La Vuelta: how to integrate content creators without disrupting the running of a professional race or clashing with standard media dynamics.
In TheGrefg’s case, his approach to cycling came from a different angle. It was not about taking on journalistic duties or occupying space reserved for professionals covering the event, but about understanding the daily work of a WorldTour team and sharing that experience with his community.
The creator spoke with UAE staff, learned some of the inner workings of the structure, and discovered how the day-to-day unfolds for a team during a three-week race. It was a chance to show a mass audience a side of cycling that usually remains out of shot and off the live broadcast.
“We had a very pleasant time, chatting, showing him how we work and sharing a calm, positive morning,” Matxin explained, closing his post with an open invitation: “That’s how it should be. Thanks for coming, Grefg. You’ll always be welcome.”
Are influencers necessary at major sporting events?
The scene takes on added significance after the controversy sparked by Erola Jons. The debate has not only questioned the presence of influencers at La Vuelta, but also the need for coherence between the chosen profile, the role assigned, and the content to be produced.
TheGrefg, by contrast, showcases the strong potential of this strategy when it is used to present cycling from a different perspective. His millions of followers turn any La Vuelta-related experience into a possible gateway for new fans, especially among younger audiences.
The challenge for the race is now to find the balance. Creators can help modernise cycling’s image and multiply its reach, but experiences like TheGrefg’s show it is not always necessary to make them the protagonists of the news to achieve that. Sometimes it is enough to open the doors, show what happens inside, and let them tell the story in their own way.
Javier RampeCycling Journalist
Javier Rampe is a sports analyst with more than 15 years of experience. He holds a degree in Economics from the University of Rome and a Diploma in Business Studies from the University of Cádiz. Despite coming from an academic background not particularly associated with cycling, his passion for both cycling and journalism was instilled in him from an early age. He grew up following Miguel Indurain and José María “El Chava” Jiménez. An admirer of Michael Robinson’s communication style and journalistic approach, he was inspired to pursue a degree in Journalism at the University of Buenos Aires, which he is currently completing.
He has always maintained close ties with the worlds of sport and culture, contributing from a young age to sports blogs and film and music review websites. His work has appeared in media outlets such as Cope, RAI, and Radio Con Vos. He is also the founder of the cycling-focused podcast El Contraanálisis and the football interview channel Días De Fútbol, dedicated to conversations with professional footballers.
In addition to his work at Ciclismoaldia, Javier has interviewed some of the most influential figures in modern cycling, including Alejandro Valverde and Tadej Pogačar, as well as key voices in anti-doping policy such as Alberto Yelmo, David Varillas, and Marcelo Milano. Marcos Maynar, in relation to the ‘Operación Ílex’ case, is also among the personalities he has interviewed. He enjoys conducting in-depth analysis of the cycling ecosystem and has attended major events such as Strade Bianche, the Vuelta a Andalucía, and Itzulia, as well as numerous national cyclo-cross races.
His background in economics, combined with extensive experience in marketing and corporate communications, drives his continuous study of positioning strategies and ensures that he always keeps his focus on crafting compelling and evocative headlines.
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Rafionain-Glas26-08-2026 - Cian should go on a bike handling courseRafionain-Glas26-08-2026
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