KuCoin announced a partnership with Tadej Pogačar, the four-time Tour de France champion, and it doesn’t seem to be a typical athlete sponsorship deal.
The crypto exchange, which has 40 million users globally, is positioning this collaboration around a core idea: “Trust First. Trade Next.”
The announcement came in Vienna on January 28, timed with KuCoin EU’s official launch under Europe’s strict new crypto regulations.
This signals the exchange is serious about becoming a mainstream financial player, not a speculative trading platform.
Why this partnership breaks the sponsorship mold
Here’s what makes this different from the usual celebrity endorsement.
KuCoin and Pogačar aren’t just slapping a logo on each other. The partnership is built on the idea that both operate in environments where you can’t fake reliability.
In cycling, you either perform on race day or you don’t. In crypto, you either have solid security and compliance or you lose user funds.
KuCoin has spent eight years building its security infrastructure, they have got SOC 2 Type II and ISO 27001 certifications, which are the kind of technical credentials that institutional investors actually care about.
They also got MiCAR approval in Austria, meaning they passed Europe’s toughest regulatory test.
Pogačar, meanwhile, has won at the sport’s highest level repeatedly through sheer preparation and discipline. The alignment is real as both have built credibility the hard way.
The European timing game
Vienna wasn’t chosen randomly. KuCoin EU officially went live on January 28, and that’s a bigger deal than it sounds.
MiCAR, Europe’s Markets in Crypto-Assets Regulation, is the gold standard for crypto regulation globally.
Getting approved matters because it tells European users and institutions that KuCoin operates under real oversight, not in some regulatory gray zone.
Pogačar’s involvement amplifies this message as the popular athlete is widely recognized across Europe.
“At the highest level of cycling, trust is built through preparation, consistency, and a relentless focus on safety,” said Tadej Pogačar.
You earn it over time, through experience and responsible decision-making under pressure. That mindset strongly resonates with how KuCoin approaches trust and security.
Product integration without overreach
The partnership will eventually include actual products, including something called KuCard, though specifics are still under wraps.
But it is to be noted that KuCoin isn’t rushing to launch branded trading apps or Pogačar-themed promotions.
They are being deliberate. Every product rollout will come “in a measured and responsible manner,” aligned with local regulations.
“This partnership is built on a shared belief that trust is earned through professionalism, discipline, and reliable operations,” KuCoin CEO BC Wong said.
Tadej represents excellence achieved through discipline and consistency at the very highest level. At KuCoin, we apply the same principles as we continue to strengthen security, compliance, and governance, helping bring crypto to a broader, more mainstream audience.
That restraint tells you something. In crypto, hype moves markets fast. But KuCoin is choosing credibility over quick wins.
They are betting that if they build trust methodically, through regulation, security, and partnerships that actually make sense, they will eventually reach mainstream audiences who currently avoid crypto entirely.
This partnership is less about selling excitement and more about playing by the rules and protecting investors’ money.
It reflects a shared belief that trust earned through professionalism, and discipline, represents a long-term value alignment rather than a one-off commercial endorsement.
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