- KuCoin teams up with UAE Team UAE – XRG ahead of the Tour de France.
- KuCoin has launched its Tour de France sponsorship for the first time with the UAE team UAE – XRG.
- KuCoin expands global sports with UAE Team – XRG deal.
KuCoin has announced that it has become the official cryptocurrency partner of Team UAE – XRG, marking a new sports sponsorship agreement that will make its public debut during the 2026 Tour de France.
The partnership gives KuCoin exclusive rights to cryptocurrency exchanges, Blockchain trading platforms, and crypto wallet service categories.
The company’s branding will appear across the team’s buses, support vehicles and fleet of cars throughout the three-week Tour de France.
The agreement expands KuCoin’s sports sponsorship portfolio as the cryptocurrency exchange seeks to strengthen its global brand presence through partnerships with internationally recognized sports organizations.
KuCoin receives exclusive sponsorship rights
Under the agreement, KuCoin will serve as the UAE team – XRG’s sole partner across cryptocurrency exchanges, blockchain trading platforms and cryptocurrency wallet services.
The partnership brings together two organizations that said they share a focus on innovation, precision and long-term performance.
The collaboration will make its public debut at the 2026 Tour de France, one of cycling’s most prestigious events, where the KuCoin brand will be prominently displayed on the team’s transport fleet throughout the race.
Commenting on the partnership, BC Wong, CEO of KuCoin, said: “We are very proud to partner with Team UAE – XRG and launch this collaboration on cycling’s grandest stages.”
He added, “World-class achievements are never alone; they require a dedicated team moving in unison towards a shared vision. These are the same values that have fueled KuCoin’s growth, and we look forward to empowering the team as they strive for victory in the Tour de France.”
The Tour de France provides a global platform
The partnership will be presented during the 2026 Tour de France, a three-week race considered one of the most prestigious events in professional cycling.
KuCoin said the competition reflects values that align with its business, including discipline, teamwork, trust and strategic coordination.
According to the company, success in the Tour de France depends on collaboration between riders, coaches, mechanics and support staff, principles that it also said underpin its approach to building a global digital asset infrastructure.
The sponsorship gives KuCoin visibility throughout the event by placing its branding on the team buses, support vehicles and fleet of cars used during the race.
The partnership expands KuCoin’s sports strategy
The agreement represents the latest addition to KuCoin’s global sports sponsorship initiatives as cryptocurrency companies continue to use major sporting events to increase brand awareness.
Team UAE – XRG is one of the leading professional cycling teams and includes many notable riders, including multiple Tour de France champion Tadej Pogacar.
KuCoin said the collaboration represents a significant expansion of its international sports sponsorship portfolio and aims to strengthen the company’s global brand presence.
The company also said that additional collaborative initiatives involving Team UAE – XRG and Tadej Pogacar will be announced later in the season, although no further details have been revealed.
The announcement comes as cryptocurrency companies continue to seek partnerships in global sports as part of broader efforts to expand their exposure among key audiences through internationally followed competitions and teams.
