The cryptocurrency exchange KuCoin has officially announced a multi-year partnership with world champion cyclist Tadej Pogačar. The collaboration, unveiled in Vienna, focuses on the shared principles of professional discipline and security-driven performance.
The partnership, titled “Trust, Proven by Performance,” aims to align KuCoin’s security infrastructure with Pogačar’s reputation for technical precision. As a Triple Crown winner and multiple Tour de France champion, Pogačar will serve as a global ambassador to bridge the gap between elite sports communities and the digital asset ecosystem.
According to KuCoin CEO BC Wong, the agreement highlights the exchange’s ongoing efforts toward regulatory compliance and governance. For Pogačar, the deal reflects a mutual focus on “responsible decision-making under pressure,” a mindset he applies to race safety and preparation.
This marks a significant entry for a major crypto exchange into the professional cycling circuit, focusing on long-term brand credibility rather than traditional transactional sponsorship.