Trust, Proven by Performance: The Historic Partnership Between Tadej Pogačar and KuCoin

Key Takeaways:

• A Values-First Alliance: Moving beyond transactional sponsorship, the partnership focuses on the theme "Trust, Proven by Performance."

• Foundation of Safety: Both Pogačar and KuCoin prioritize discipline and risk management—whether it's race preparation or regulatory compliance.

• Global Expansion: The announcement coincides with the launch of KuCoin EU in Vienna, supported by a MiCAR license.

• Future Innovation: The collaboration will lead to new products, including the upcoming KuCard.

In a move that bridges the world of elite endurance sports with the future of digital finance, we are proud to announce a strategic partnership with the world’s premier professional cyclist, Tadej Pogačar.

Unveiled in the historic city of Vienna, this collaboration marks a milestone: the first time a top-tier global crypto exchange and a world-class athlete have united in a partnership defined by shared values, discipline, and mutual trust.

At first glance, professional cycling and digital asset trading may seem worlds apart. However, both operate in high-stakes environments where long-term success is impossible without professionalism, preparation, and discipline.

Tadej Pogačar is not just a four-time Tour de France champion and a Triple Crown winner; he is a symbol of consistency. For Pogačar, trust is earned on the road through technical precision. Similarly, for KuCoin, trust has been built over eight years of sustained investment in security infrastructure and global regulatory resilience.

While crypto-related projects have appeared in the cycling world before, this partnership stands out as one of the first long-term, trust-led collaborations between a top-tier global exchange and an elite athlete. Unlike traditional, transactional sponsorships that focus on short-term exposure, this alliance is deeply value-driven. It centers on a shared conviction that trust is not simply declared it . It is earned through sustained performance, professionalism, and responsible standards over time.

For both KuCoin and Tadej Pogačar, the theme "Trust, Proven by Performance" is a reflection of verifiable results accumulated in high-stakes environments. Pogačar earns this trust through repeated success on the world’s biggest stages, such as his historic "Triple Crown" and multiple Tour de France titles, all underpinned by rigorous preparation and a relentless focus on safety. Similarly, KuCoin has spent eight years building its foundation through constant investment in security infrastructure, global regulatory compliance, and platform resilience.

This partnership also highlights how the principles of elite sport—discipline, risk management, and the ability to perform under pressure—mirror the requirements of responsible digital finance. By prioritizing safety and professional standards, both parties aim to support the sustainable, long-term adoption of crypto.

Moving forward, the collaboration will extend beyond brand awareness to include product-level initiatives like the KuCard, which will be introduced in a measured manner that aligns with local regulations and user protection. Ultimately, this synergy represents a rare alignment of two leaders who believe that true excellence is achieved through consistency at the highest level.

Vienna was chosen as the launchpad for this partnership to mark a significant milestone in our European journey. On January 28, we officially introduced KuCoin EU to the market. Following our successful achievement of a MiCAR license, this move represents our next major step in providing a regulated, secure, and trusted crypto platform for European users. Announcing the partnership alongside a champion like Pogačar underscores our commitment to professionalism in the world's most mature financial jurisdictions.

Is this the first time crypto has entered professional cycling?

While others have had short-term deals, this is a unique, long-term collaboration focused on shared values rather than mere visibility.

Why Tadej Pogačar specifically?

His consistency, emphasis on safety, and professional discipline reflect KuCoin’s own approach to platform resilience and security.

Will there be special promotions?

Yes, we are planning product integrations like the KuCard, which will be rolled out responsibly in line with local regulations.

 

Learn More:

KuCoin Partners with Tadej Pogačar in One of the Few Value-Driven Collaborations Between Crypto and Elite Cycling

KuCoin Partners with Tadej Pogačar in Value-Driven Collaboration