JUST-IN: Slovenian Cyclist Tadej Pogačar Signs Multi-Million Dollar Deal with Specialized Bicycles
In a landmark move that is set to reshape the commercial dynamics of professional cycling, Slovenian cycling superstar Tadej Pogačar has signed a multi-million dollar deal with global cycling giant Specialized Bicycles. The deal, reportedly one of the most lucrative in the sport’s history, marks a major shift in the branding and sponsorship landscape of road racing.
Sources close to the negotiations confirmed that the contract is a multi-year agreement, potentially worth over $20 million, including performance bonuses, image rights, and collaborative product development. The announcement comes just weeks before the 2025 Tour de France, where Pogačar is widely considered the favorite to claim another yellow jersey.
The 26-year-old cyclist, who has already claimed two Tour de France victories and continues to dominate the sport with his mix of aggressive racing and tactical intelligence, has been a marketable figure since his breakthrough in 2019. Until now, he had been riding bikes from another leading manufacturer under the UAE Team Emirates sponsorship umbrella. This new deal indicates that Specialized may be either becoming a new technical partner of his team or establishing a more personal relationship with the rider, independent of team contracts.
“This partnership is more than just about performance—it’s about vision, innovation, and the future of cycling,” said Pogačar in an official statement. “Specialized has always been at the forefront of cycling technology and performance. I’m excited to work closely with their engineers and designers to help shape the bikes that push the limits of the sport.”
Specialized, known for its cutting-edge designs and commitment to technological innovation, has long sponsored elite riders and teams, including previous Tour champions. However, securing a personal deal with a rider of Pogačar’s caliber, at the peak of his career, sends a powerful message to the rest of the cycling world.
Mike Sinyard, founder and CEO of Specialized, expressed his excitement over the partnership. “Tadej represents the best of cycling—talent, heart, and relentless drive. He’s redefining what’s possible in the sport, and we’re thrilled to support his journey with the most advanced equipment and innovation we can offer.”
The deal also includes a unique clause: Pogačar will have an active role in developing new models of racing and endurance bikes, offering feedback from his WorldTour experiences. Insiders suggest that a limited-edition “Pogačar Series” line of bikes and gear may be launched as early as next year.
Industry analysts see this move as a signal that athletes in endurance sports like cycling are increasingly becoming brands unto themselves, with the power to negotiate deals beyond traditional team-based contracts. Much like tennis or Formula 1 drivers, cyclists like Pogačar are being recognized for their individual marketability and global reach.
Fans and fellow riders have taken to social media to congratulate Pogačar, with many speculating how this move might impact his performance and the technical advantages he could gain from Specialized’s top-tier offerings.
With his eyes set on the 2025 Tour de France and the Olympic Games in Paris later this summer, this high-profile partnership places Tadej Pogačar not just at the center of the cycling world’s attention, but also at the intersection of sport, innovation, and business.
One thing is clear: this is not just a sponsorship deal—it’s a game-changing alliance in the world of professional cycling.
