Tadej Pogačar has secured his fifth Tour de France title, cementing his place among the most decorated riders in the race's history. The victory comes months after KuCoin, a global cryptocurrency exchange with over 45 million users, partnered with Pogačar and UAE Team Emirates-XRG earlier this year.
KuCoin's congratulations and brand push
KuCoin CEO BC Wong publicly congratulated Pogačar on the win. The exchange framed the cyclist's achievement as a result of discipline, resilience, and sustained pursuit of excellence — qualities it says align with its own brand values. The sponsorship is part of KuCoin's effort to build recognition beyond the trading community and into mainstream sports audiences.
A rare club in cycling history
Winning five Tour de France titles places Pogačar in an elite group of riders who have reached that milestone. The Slovenian rider's dominance in recent years has drawn comparisons to the sport's all-time greats, though the facts speak for themselves: five yellow jerseys in a career still in its prime.
KuCoin's partnership with UAE Team Emirates-XRG and Pogačar is one of several high-profile sports sponsorships by crypto firms seeking mainstream visibility. The exchange operates in more than 200 countries and regions, and the Tour de France audience offers a global stage.
Pogačar's fifth title adds to a growing list of accomplishments that have made him a household name in cycling. For KuCoin, the association with a champion who consistently delivers under pressure is a marketing bet on endurance and performance — not just in the peloton, but in the crowded crypto market.
