Kucoin becomes exclusive crypto partner of UAE Team Emirates

Kucoin has become the exclusive cryptocurrency exchange partner of UAE Team Emirates–XRG for the 2026 Tour de France. The agreement grants Kucoin exclusive rights across three categories: cryptocurrency exchanges, blockchain trading platforms and crypto wallet services. Kucoin branding appears on the team’s buses, support vehicles and fleet cars for the three-week race. The deal was announced Tuesday and financial terms were not disclosed.

Kucoin branding made its public debut during the Tour’s opening stages in Barcelona. UAE Team Emirates–XRG opened the race with a third-place finish in the Barcelona team time trial, and Tadej Pogačar posted the fastest climb time on stage one.

On July 5, Isaac del Toro won Stage 2 in Barcelona, crossing the line ahead of Pogačar as the team recorded a one-two result. Pogačar is competing for a fifth Tour de France title this year.

BC Wong, Kucoin’s chief executive, described the sponsorship as aligned with the company’s operating philosophy and noted that teamwork has driven Kucoin’s growth. He said the exchange plans further joint activity with the team and with Pogačar later in the 2026 season, without providing details.

The Tour de France runs for three weeks each summer and draws a large global television audience. Visibility across televised stages and team vehicles places Kucoin branding in markets where cycling has cultural significance, including parts of Europe relevant to cryptocurrency adoption.

The arrangement prevents other exchanges or blockchain brands from advertising alongside UAE Team Emirates–XRG during the sponsorship term. Kucoin plans to outline additional joint initiatives later in the season.