Crypto exchange KuCoin has congratulated its Global Brand Ambassador, Tadej Pogačar, after the Slovenian cyclist secured his fifth Tour de France title, placing him among the small group of riders to have won cycling’s most demanding race five times or more.

KuCoin, which named Pogačar as its ambassador earlier this year, marked the result with a public message of congratulations following his dominant performance across the three-week race.

A single Tour de France victory is widely regarded as one of the highest achievements in professional cycling. Winning the race five times puts a rider in a rare category in the event’s history, which spans more than a century. Pogačar’s latest title reflected qualities that have defined his career so far, including sustained strength in the mountain stages, tactical discipline within his team, and the ability to respond to pressure from rivals at decisive moments.

KuCoin, which says it serves more than 45 million users across over 200 countries and regions, presented the achievement as more than a sporting result. In a statement, the exchange described Pogačar’s victory as the outcome of years of discipline, resilience, and consistent pursuit of excellence. The company said his career illustrates the idea that meaningful success is usually built over time rather than achieved all at once.

The victory also comes at a symbolic moment for KuCoin’s sponsorship activities. It is the first major milestone since the exchange entered partnerships with both Pogačar individually and his team, UAE Team Emirates, XRG. According to the company, both partnerships were built around a shared belief that lasting achievement is earned over time rather than won through shortcuts, a theme KuCoin has emphasized in its messaging around the sponsorship.

BC Wong, KuCoin’s chief executive, offered congratulations on behalf of the company.

“Congratulations to Tadej on an extraordinary fifth Tour de France title,” said BC Wong, CEO of KuCoin. “Winning the Tour de France once is an extraordinary achievement. Winning it five times is the result of years of unwavering commitment, resilience, and consistency. Those same values inspire everything we do at KuCoin as we continue earning the trust of millions of users through responsible innovation and long-term commitment. We are proud to celebrate this historic moment with Tadej, UAE Team Emirates-XRG, and cycling fans around the world.”

For KuCoin, linking its brand with an athlete of Pogačar’s stature is part of a wider effort to build recognition beyond the trading community and among mainstream sports audiences. The company has framed cycling, with its focus on endurance and incremental gains, as a natural fit for an exchange that has spent nine years building out its platform. The partnership also reflects a broader pattern of digital-asset companies using global sports properties and high-profile athletes to reach audiences that may not already be active in crypto markets. KuCoin has also indicated that it intends to continue expanding the partnership as Pogačar’s career progresses.

The title adds to a significant year for Pogačar, who has continued to strengthen his standing as one of the most complete cyclists of his generation, competing at the highest level in stage races, one-day classics, and time trials. With five Tour de France titles now to his name, comparisons with the sport’s most decorated champions are expected to intensify, while KuCoin continues to associate its brand with his legacy as it expands its global footprint.

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