Tadej Pogacar continues building sponsorship empire as he links up with crypto company: “Looking forward to what we’ll build together”

Tadej Pogacar has added another strand to his expanding commercial portfolio after confirming a new ambassador agreement with crypto company KuCoin, underlining how his off-bike profile continues to grow alongside his dominance on the road.

The partnership was announced via social media channels and represents a notable departure from the more traditional performance-focused sponsorships that have long defined elite cycling careers.

Instead, it places the reigning world champion into a broader commercial space that has become increasingly visible and increasingly scrutinised across professional sport.

“I’m proud to team up with KuCoin as their Global Brand Ambassador,” Pogacar said of the deal. “I’ve always believed in pushing limits, staying curious, and backing people who are building something new, whether that’s in cycling or beyond. KuCoin is doing that in the crypto world, and I’m excited to be part of the journey. Looking forward to what we’ll build together.”

Rather than standing in isolation, the KuCoin agreement sits alongside an already extensive personal sponsorship portfolio that has made Pogacar one of the most commercially visible riders of his generation.

Away from team commitments, Pogacar has established long-term personal relationships with brands across multiple sectors, including bike manufacturer Colnago, helmet supplier MET, footwear brand DMT and nutrition company Enervit. His commercial reach has also extended beyond equipment into lifestyle and national branding through partnerships linked to Slovenian tourism, as well as involvement in digital and virtual cycling platforms.

That breadth reflects a rider whose appeal now stretches well beyond race day exposure. Pogacar’s sponsorship profile increasingly resembles that of a global sports figure rather than a traditional WorldTour leader tied primarily to performance equipment and team sponsors.

The move into crypto, however, brings a different set of considerations. Crypto partnerships in sport have attracted heightened attention in recent years, with ongoing debate around regulation, consumer protection and long-term sustainability. As a result, any alignment between a high-profile athlete and a crypto company tends to draw scrutiny that conventional cycling endorsements do not.

Against that backdrop, Pogacar’s announcement is carefully framed. His statement avoids technical or financial claims and instead focuses on curiosity, ambition and long-term collaboration, positioning the agreement as a personal brand alignment rather than a product endorsement.

Financial details of the KuCoin deal have not been disclosed, and neither side has outlined how the partnership will be activated in practice. What is clear is that the agreement adds another layer to Pogacar’s steadily expanding sponsorship empire, reinforcing how his influence now extends well beyond the peloton and into broader commercial territory.