Multiple Tour de France winner Tadej Pogačar has entered into a long-term partnership with Continental. The deal sees the Slovenian cyclist become a global brand ambassador for the German tyre manufacturer… ‘with a focus on performance, safety and mutual respect on the road.’
Continental notes that it is active in both the automotive and cycling sectors, producing high-performance tyres trusted by riders and drivers worldwide. The company’s bicycle tyres are used by several UCI WorldTour teams, as well as Pogačar, the 2020, 2021 and 2024 Tour de France winner.
“Top performance is not only the result of talent, but also of the pursuit of continuous development,” said Tadej Pogačar. “Continental and I share the ambition to always make the most of our possibilities – both in terms of sport and development.”
The partnership aims to raise awareness around road safety and promote mutual respect between cyclists and motorists.
“Risky maneuvers, misjudging situations and thinking only of oneself doesn’t win races,” said Egemen Atış, Head of Strategy, Analytics & Marketing at Continental Tires EMEA. “Tadej’s ability to see the bigger picture, alongside his extraordinary talent, makes him the perfect partner for Continental.”
Continental is a long-standing sponsor of the Tour de France and Giro d’Italia, where its tyres are used on support vehicles and team bikes.
Pogačar, 26, has ridden for UAE Team Emirates-XRG since 2019. In 2024, he won the Giro d’Italia, Tour de France and the UCI Road World Championships, as well as Strade Bianche and Liège–Bastogne–Liège. He also supports grassroots cycling through his Pogi Team development squad and charitable foundation.
