KuCoin Partners With UAE Team Emirates – XRG Ahead of Tour de France Debut

The Tour de France is about to get a new crypto sponsor. KuCoin has partnered with UAE Team Emirates – XRG, one of professional cycling's most successful teams, becoming its exclusive partner across cryptocurrency exchanges, blockchain trading platforms and crypto wallet services.

The collaboration will make its public debut during the 2026 Tour de France, with KuCoin branding appearing across the team's buses, support vehicles and fleet cars throughout the three-week race.

The partnership marks another step in KuCoin's expanding global sports strategy, bringing the exchange onto one of the world's biggest sporting stages alongside the team led by multiple Tour de France champion Tadej Pogačar.

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Bringing Crypto to Cycling's Biggest Stage

The Tour de France remains one of the world's most watched sporting events, attracting millions of viewers each year and serving as the pinnacle of professional cycling.

For KuCoin, the partnership represents another step in expanding its global brand beyond the crypto industry while aligning with a team known for consistency, preparation and elite performance.

The exchange said both organizations share a focus on precision, teamwork and long-term excellence—qualities that are essential both in professional cycling and in building digital asset infrastructure.

"We are incredibly proud to partner with UAE Team Emirates – XRG and launch this collaboration on cycling's grandest stage," said BC Wong, CEO of KuCoin.

"World-class achievements are never solitary; they require a dedicated team moving in unison toward a shared vision. These are the very values that have fueled KuCoin's growth, and we look forward to empowering the team as they chase victory at the Tour de France."

Partnering With One of Cycling's Elite Teams

UAE Team Emirates – XRG has established itself as one of the most successful teams in professional cycling, winning multiple Grand Tours and Monument Classics. The team is led by Tadej Pogačar, widely regarded as one of the sport's biggest stars and a multiple-time Tour de France champion.

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KuCoin said additional campaigns featuring the team and Pogačar will be announced later this season as the partnership continues to develop. The agreement also expands KuCoin's growing portfolio of international sports partnerships as the exchange continues investing in global brand awareness beyond the cryptocurrency sector.