KuCoin partners with Tour de France champion Tadej Pogačar to advance trust and performance in crypto

Trust rarely announces itself. It shows up after years of pressure, scrutiny, and repeated proof. That idea sits at the center of KuCoin’s new partnership with Tour de France champion Tadej Pogačar, a collaboration that links elite sport and global crypto through a shared belief that credibility is earned, not claimed.

The partnership, unveiled in Vienna, pairs one of the world’s largest crypto platforms with one of cycling’s most dominant figures. It marks a rare alignment between a top-tier exchange and an athlete whose reputation rests on consistency under extreme conditions. The theme guiding the collaboration, “Trust, Proven by Performance,” frames the relationship as a long-term commitment rather than a branding exercise.

KuCoin has spent eight years building its position in crypto by staying focused on security, compliance, and operational stability across global markets. As regulations tighten and oversight increases, the exchange has invested heavily in governance systems, regulatory alignment, and safeguards meant to protect users at scale. Those efforts have helped KuCoin grow to more than 40 million users across over 200 countries and regions, placing it among the most widely used digital asset platforms worldwide.

Pogačar’s career follows a similar pattern of sustained performance. Widely regarded as one of the defining cyclists of his generation, he has delivered results on the sport’s biggest stages under intense physical and mental strain. His approach centers on preparation, safety, and discipline, traits that have carried him through repeated victories and long seasons at the highest level of competition.

“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 performance and responsible decision-making under pressure. That mindset strongly resonates with how KuCoin approaches trust and security.”

KuCoin CEO BC Wong framed the partnership as part of a broader shift connecting elite performance with responsible innovation in digital finance.

“This partnership is built on a shared belief that trust is earned through long-term performance and professionalism,” BC 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.”

The collaboration follows KuCoin’s earlier trust-led partnerships across sport and culture, including work with golfer Adam Scott and global music festival Tomorrowland. Each relationship reflects the company’s effort to anchor crypto adoption in familiar, credibility-driven communities rather than short-term hype.

Founded in 2017, KuCoin offers access to more than 1,000 digital assets, covering spot and futures trading, institutional services, and a Web3 wallet. The platform has earned recognition from Forbes and Hurun and holds SOC 2 Type II and ISO 27001:2022 certifications. Regulatory progress has followed, with AUSTRAC registration in Australia and a MiCA license in Austria, expanding its regulated footprint under BC Wong’s leadership.

Pogačar enters the partnership as a four-time Tour de France champion and current UCI Road World Champion. Known for precision, discipline, and long-term consistency, he has built a career defined by sustained excellence rather than short bursts of success. His focus on safety and preparation mirrors the standards KuCoin says it applies to digital asset security and governance.

Together, the partnership signals how trust, built through verifiable results over time, can bridge emerging financial systems and established global audiences. In a sector where credibility remains scarce and hard-won, KuCoin and Pogačar are betting that performance still speaks louder than promises.