- KuCoin partners with UAE Team Emirates–XRG ahead of Tour de France.
- KuCoin debuts Tour de France sponsorship with UAE Team Emirates–XRG.
- KuCoin expands global sports push with UAE Team Emirates–XRG deal.
KuCoin announced that it has become the official cryptocurrency partner of UAE Team Emirates – XRG, marking a new sports sponsorship agreement that will debut publicly during the 2026 Tour de France.
The partnership gives KuCoin exclusive rights in the Cryptocurrency Exchanges, Blockchain Trading Platforms and Crypto Wallet Services categories.
The company’s branding will appear across the team’s buses, support vehicles and fleet 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 sporting organizations.
KuCoin secures exclusive sponsorship rights
Under the agreement, KuCoin will serve as UAE Team Emirates – XRG’s sole partner across cryptocurrency exchanges, blockchain trading platforms and crypto 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 prominent events, where KuCoin branding will be prominently displayed on the team’s transportation fleet throughout the race.
Commenting on the partnership, BC Wong, Chief Executive Officer of KuCoin, said: “We are incredibly proud to partner with UAE Team Emirates – XRG and launch this collaboration on cycling’s grandest stage.”
He added that, “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.”
Tour de France provides global platform
The partnership will be introduced during the 2026 Tour de France, a three-week race regarded as 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 among riders, coaches, mechanics and support staff, principles that it said also underpin its approach to building a global digital asset infrastructure.
The sponsorship gives KuCoin visibility throughout the event by placing its branding on team buses, support vehicles and fleet cars used during the race.
Partnership expands KuCoin’s sports strategy
The agreement represents the latest addition to KuCoin’s global sports sponsorship initiatives as cryptocurrency companies continue using major sporting events to increase brand awareness.
UAE Team Emirates – XRG is one of the leading professional cycling teams and includes several high-profile riders, including multi-time Tour de France champion Tadej Pogačar.
KuCoin said the collaboration marks a significant expansion of its international sports sponsorship portfolio and is intended to reinforce the company’s global brand presence.
The company also said additional collaborative initiatives involving UAE Team Emirates – XRG and Tadej Pogačar will be announced later in the season, although no further details were disclosed.
The announcement comes as cryptocurrency firms continue pursuing partnerships in global sports as part of broader efforts to expand their visibility among mainstream audiences through internationally followed competitions and teams.
