“People don’t always know the full story” - Tadej Pogacar’s agent likens Tour de France champion to Robin Hood amid cryptocurrency sponsorship criticism

Tadej Pogacar’s camp has responded publicly for the first time to criticism surrounding his recent sponsorship agreement with crypto exchange KuCoin, with agent Alex Carera defending the deal and arguing that the public does not always see the full context behind the partnership.

Speaking on the Domestique Hotseat podcast, Carera addressed the reaction that followed Pogacar’s announcement earlier this year that he had become a global brand ambassador for the cryptocurrency platform.

“People don’t always know the full story because we don't like to shout, ‘I take the money to give to those in need,’” Carera said on the podcast. “Charity should be done quietly. Otherwise, you get criticism anyway; some say you're doing it just to look like a good guy.”

Carera insisted that Pogacar does not personally benefit from his private sponsorship income, explaining that the funds are instead directed toward projects supporting young riders and charitable work.

“But I want to also say that we have accepted this sponsorship because, for Tadej’s private sponsors, he uses the money not for himself but to help the new generation of athletes and, in general, the people,” Carera explained. “Because he gave all the money to the Pogi team.”

According to Carera, the Slovenian youth structure supports around 200 children and is funded directly through Pogacar’s personal backing. “The Pogi team is based in Slovenia with 200 children. Tadej Pogacar pays the employees from his pocket. He pays all costs. He gives helmets, clothes and gives everything.”

Carera added that additional sponsorship income is also directed to the Tadej Pogacar Foundation, which Pogacar created with his partner Urska Zigart to support cancer-related causes. “The second part, they give the money to the Tadej Pogacar Foundation,” Carera said. “The foundation gives this money to the hospital to help people fight against cancer.”

While acknowledging the criticism surrounding the crypto partnership, Carera argued that the debate often overlooks how the sponsorship income is ultimately used.

“People post bad comments or criticism because they see only one part of the story,” he said. “Okay, I agree if I sign the contracts, take the money, and they spend it to buy a new car. In this case, we accept the critics.”

“But if we receive the money, not for us, but to give to the people in need, it’s different. If you don't accept this money, then nothing goes to the people who need it. It's a bit like Robin Hood.”

The comments come after scrutiny emerged around the background of KuCoin following Pogacar’s ambassador announcement earlier this year. Reporting highlighted previous legal action involving the exchange, including a case in the United States related to violations of anti-money laundering laws and allegations that the platform processed billions of dollars in suspicious or illicit transactions.

The issue drew attention in part because Pogacar has historically aligned himself with more traditional sponsors across cycling equipment and lifestyle sectors. His decision to partner with a cryptocurrency platform, therefore, marked a notable expansion of his commercial portfolio beyond the sport’s usual sponsorship ecosystem.

Carera also pointed to the wider presence of crypto companies in sport when discussing the deal. “Many, many crypto companies are sponsoring cycling and sponsoring sport in general, football teams, in the NBA, in cycling now,” he said. “For example, the first crypto company sponsoring cycling is not KuCoin, but it's Zondacrypto for the Canyon team.”

He added that cycling has long been supported by a wide range of industries across different eras. “Twenty to thirty years ago in the sport, there were many cigarette companies sponsoring, or alcohol brands. Ten years ago, there were many bad companies, and five years ago and now, energy drinks also.”

For Carera, the key point is that Pogacar’s priorities remain unchanged regardless of the sponsor involved. “I think that Tadej has a big heart, and the most important thing is that he doesn't need this money. He wants to help other people who need more than him, and it's our priority.”

Carera’s remarks represent the first direct response from Pogacar’s camp since questions emerged around the partnership earlier this year. While debate around the sponsorship is unlikely to disappear entirely, the agent made clear that the rider’s team view the deal primarily through the lens of the charitable projects it helps to fund.