Continental, the global leader in tire technology, has announced a long-term partnership with cycling superstar Tadej Pogačar (26), marking a major alliance rooted in shared values of performance, safety, and mutual respect for all road users.
Pogačar, a multiple Tour de France winner and one of the most accomplished cyclists of his generation, joins forces with Continental in a collaboration that bridges the worlds of elite cycling and automotive innovation. Together, they aim to raise awareness around the importance of road safety—whether on two wheels or four.
“Top performance is not only the result of talent, but also of the pursuit of continuous development,” said Pogačar. “Continental and I share the ambition to always make the most of our possibilities—both in sport and in innovation. So this partnership was an obvious choice.”
Continental has long been embedded in the cycling world, with its high-performance tires trusted by leading professional teams and used by all support vehicles in major races like the Tour de France and Giro d’Italia. Their tire technology—celebrated for grip, durability, and precision—caters to both everyday commuters and top-tier athletes.
“Tadej Pogačar and Continental both stand for exceptional performance, but above all, for safety,” said Egemen Atış, Head of Strategy, Analytics & Marketing at Continental Tires EMEA. “Tadej’s vision and talent make him not only the best cyclist in the world right now, but also an ideal ambassador for the values we represent.”
Central to the partnership is a joint mission to foster respect between drivers and cyclists and improve safety for all road users. “Roads belong to everyone,” added Atış. “With this partnership, we aim to promote mutual respect — the foundation for safer streets.”
Pogačar, who made history in 2024 by winning the Giro d’Italia, Tour de France, and Road World Championships in a single season, is admired not only for his achievements but also for his character. Through his foundation and “Pogi Team” development program, he mentors young talent and advocates for the future of cycling.
Off the bike, his passion for high-performance sports cars underscores his alignment with Continental’s automotive excellence, further deepening the synergy of this partnership.
Together, Pogačar and Continental aim to set new standards—on the racecourse and on the road—for what it means to combine speed, safety, and shared responsibility.
