Pogacar signs a lifetime contract with DMT: he will continue to wear their shoes forever

On the eve of the start of the 2026 Tour de France in Barcelona, Tadej Pogacar has finalized one of the most unique sponsorship agreements. The Slovenian and the Italian brand DMT have announced the signing of a lifetime contract that will bind both parties for the rest of the cyclist's sporting career and even beyond his retirement.

Pogačar and DMT seal a historic union with a lifetime contract

The relationship between Pogačar and the Italian brand began in 2019, coinciding with his first season as a professional. Since then, the evolution of both parties has gone hand in hand. While the leader of UAE Team Emirates-XRG became one of the biggest stars in recent cycling history, DMT consolidated its presence in the elite thanks to intense development and innovation work on its competition shoes.

One of the most recognizable projects of this collaboration has been the development of the lace-up shoes popularized by Pogačar himself. That initial concept evolved into the current Pogi’s Superlight, the brand's most exclusive model and the same one with which the Slovenian has achieved some of the greatest successes of his career.

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In statements released by the company, Pogačar explained the reasons that led him to extend the relationship indefinitely: “With DMT I started winning and I will continue to do so. It is the perfect shoe for me, we have worked together to improve it and take it to the highest possible level. They believed in me from the beginning and continuing this path with them has been an easy decision.”

From the company's side, its founder Federico Zecchetto emphasized that the agreement transcends the traditional concept of sponsorship. “I don’t consider this a simple contract renewal, but rather the confirmation of a shared path that goes far beyond a collaboration. The daily work, the value of taking on challenges, and the willingness to build something that leaves a mark over time are characteristics that define our company and that we also find in Tadej.”

Philippe Zecchetto, the company's CEO, expressed himself in the same line, recalling the joint evolution of both parties since their early years of collaboration. “It’s incredible all the journey we have taken with Tadej since we met him. Over the years he has maintained the same discretion and humility, but his class has pushed us to aim higher and higher. I am very happy that Tadej will be with us forever.”

With this move, DMT ensures it remains linked to one of the greatest references in world cycling, while Pogačar reinforces a relationship that has accompanied him throughout his professional career and now projects much further beyond his years of competition.