Pogacar will be a long-term ambassador for Continental to "promote understanding between drivers and cyclists"

At the beginning of the season we saw how Pogacar's Colnago changed tires and started using several models from the Continental brand. UAE debuted a technical tire partner for 2025 and now the brand announces that its direct association with world champion Tadej Pogacar will transcend the sport and become an ambassador for Continental.

Tadej Poga?ar joins Continental as ambassador

Continental tires are used by millions of drivers and cyclists around the world, and now they will have the support of one of the most respected figures in sports.

"High-level performance is not only based on talent, but also on constant evolution. Continental and I share that ambition to always surpass ourselves, both in competition and in technological development. This collaboration made perfect sense," says Poga?ar.

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Egemen At??, Strategy and Marketing Manager of Continental Tires EMEA, highlights the harmony between both parties: "Tadej and Continental represent exceptional performance, but above all safe driving. His ability to see the whole picture and not just the moment makes him the ideal partner for our mission."

One of the key objectives of the collaboration will be to promote understanding between drivers and cyclists, promoting respectful and safe coexistence. "The roads belong to all of us," adds At??, "and with this agreement we want to build a culture of mutual respect, both on two and four wheels."

Since joining UAE Team Emirates-XRG in 2019, Poga?ar has solidified his status as a living legend in cycling. In 2024, he had a historic year by winning the Giro, Tour, and World Championships, as well as monuments like Strade Bianche and Liège-Bastogne-Liège. His influence, however, goes beyond the podiums: with his foundation and the "Pogi Team" development team, he supports young cycling talents in Slovenia and internationally.

Even outside the peloton, his passion for speed and precision is reflected in his love for sports cars, strengthening his bond with a brand like Continental.

With this collaboration, Continental and Tadej Poga?ar join forces not only to drive high performance, but also to promote a safer and more respectful road culture. An alliance that goes far beyond sports.