Cryptocurrency exchange KuCoin has become the official and exclusive crypto partner of Tadej Pogačar's UAE Team Emirates-XRG, with the company's branding appearing across the team's buses, support vehicles and fleet cars throughout this year's Tour de France, Sport5 reported.
Under the deal, KuCoin holds exclusive rights in three categories: cryptocurrency exchanges, blockchain trading platforms and crypto wallet services, meaning no rival crypto brand can appear on the team's kit or vehicles for the duration of the agreement.
The sponsorship made its public debut this month as the world's biggest cycling race rolled out from Barcelona on July 4, giving KuCoin visibility on what the exchange itself called cycling's grandest stage.
The timing has proven especially valuable. Pogačar, the team's talisman, arrives at the race's final stage in Paris on Sunday with a commanding lead of 7:11 over Belgium's Remco Evenepoel in the general classification after stage 19, putting him on course for a fifth Tour de France title that would equal the record for the modern era.
"We are incredibly proud to partner with UAE Team Emirates-XRG and launch this collaboration on cycling's grandest stage," KuCoin chief executive BC Wong said in a statement announcing the tie-up.
Wong framed the partnership as a natural fit between two fields built on precision and long-term planning, arguing that professional cycling and the digital-asset industry both depend on coordinated teams working toward a shared goal over a long horizon.
KuCoin said further joint initiatives involving UAE Team Emirates-XRG and Pogačar specifically will be unveiled later in the season, though no details of those plans, or the financial terms of the sponsorship itself, have yet been made public.
The deal adds another high-profile crypto sponsor to the Tour de France peloton, a trend that has accelerated in recent seasons as digital-asset firms have chased the global television audience and prestige that cycling's biggest race delivers each July.
