Four-time Tour de France winner Tadej Pogačar has been named global brand ambassador for KuCoin, a cryptocurrency platform with a history of regulatory violations. The partnership, announced at an event in Vienna, emphasizes themes of trust and performance. However, KuCoin has faced fines and bans for anti-money laundering failures.
Tadej Pogačar, the reigning world cycling champion, was unveiled as KuCoin's global brand ambassador during a launch event in Vienna attended by members of the UK cycling media. The deal, described by KuCoin as the first major partnership between a top crypto exchange and a professional cyclist, centers on "trust, proven by performance." The company highlights shared values of discipline and consistency, with Pogačar stating in a provided quote: "At the highest level of cycling, trust is built through preparation, consistency, and a relentless focus on safety. You earn it over time, through performance and responsible decision-making under pressure. That mindset strongly resonates with how KuCoin approaches trust and security."
KuCoin's CEO, BC Wong, echoed this sentiment: "This partnership is built on a shared belief that trust is earned through long-term performance and professionalism. Tadej represents excellence achieved through discipline and consistency at the very highest level. At KuCoin, we apply the same principles as we continue to strengthen security, compliance, and governance—helping bring crypto to a broader, more mainstream audience."
Founded in 2017 in China by Chun Gan, Ke Tang, and Johnny Lyu, KuCoin has grown to serve over 30 million users and handles billions in daily trades. Yet, its history includes significant regulatory issues. In the US, KuCoin and two founders pleaded guilty to violating anti-money laundering laws, having failed to implement proper programs and report suspicious activities. The Department of Justice reported that the platform processed over $9 billion in illicit transactions from 2017 to 2024, leading to a $300 million fine and a two-year US withdrawal. US attorney Danielle Sassoon noted: "For years, KuCoin avoided implementing required anti-money laundering policies designed to identify criminal actors and prevent illicit transactions."
Additional penalties include a $22 million fine and ban in New York in 2023, a $1.5 million fine in Ontario, Canada, in 2022 followed by a permanent ban, and a $14.5 million fine from Canada's FINTRAC for similar violations. In 2025, KuCoin relocated to the Turks and Caicos Islands after stricter rules in the Seychelles. Investigative reports from Whale Hunting linked the platform to a $1.5 billion money laundering network involving human trafficking and torture, as well as sanctions evasion for Iran.
Cryptocurrency expert Molly White commented: "Like many crypto firms, KuCoin has had no shortage of brushes with regulators in multiple countries." She added: "Personally I don’t think it's appropriate for sports figures to partner with any crypto exchange, regardless of how well run they claim to be." Pogačar's agent, Alex Carera, offered no comment on awareness of KuCoin's past, and UAE Team Emirates has not responded to inquiries.
