Kucoin Inks Exclusive Tour de France Deal with UAE Team Emirates

Kucoin announced Tuesday it has become the official cryptocurrency exchange partner of UAE Team Emirates – XRG, with the deal making its public debut at the 2026 Tour de France.

The exchange’s branding now appears across the team’s buses and support vehicles for the three-week race, according to a statement shared with Bitcoin .com News.

Kucoin holds exclusive rights covering cryptocurrency exchanges and blockchain trading platforms, with additional rights for crypto wallet services. No other exchange or blockchain brand can advertise alongside the team during the sponsorship term.

UAE Team Emirates – XRG includes Tadej Pogačar, a multiple Tour de France winner and one of cycling’s most recognizable names.

BC Wong, chief executive of Kucoin, linked the partnership to the exchange’s own philosophy. “World-class achievements are never solitary, they require a dedicated team moving in unison toward a shared vision,” Wong said in the statement. “Those values have driven Kucoin’s growth, and we plan to support the team’s push for victory.”

The Tour de France draws one of the largest global television audiences in sports, running across three weeks each summer. That gives Kucoin visibility in markets where cycling holds strong cultural roots.

The sponsorship arrives during a Tour that already carries global attention. Isaac del Toro delivered UAE Team Emirates-XRG a stage win in Barcelona on July 5, crossing the line ahead of teammate Pogačar, who finished second. Pogačar enters this year’s race chasing a fifth Tour title, a mark that would place him alongside cycling legends Jacques Anquetil, Bernard Hinault, Miguel Induráin, and Eddy Merckx.

The storyline keeps the team, and now Kucoin’s logo, in front of a large international audience for three weeks. UAE Team Emirates-XRG opened the race with a third-place finish in the Barcelona team time trial, with Pogačar posting the fastest climb time of any rider on stage one.

Kucoin also said additional joint activity with UAE Team Emirates – XRG and Pogačar will roll out later in the 2026 season, though the company did not specify further details.

The sponsorship adds cycling to Kucoin’s existing sports marketing efforts, which the exchange described as part of a broader push to raise its international profile. Neither party disclosed the financial terms.