Emirates Airlines Surprises with an Unprecedented Personal Sponsorship Deal for Cyclist Tadej Pogačar.
In a surprising and unprecedented move, Emirates Airlines has announced a personal sponsorship agreement with Slovenian cycling star Tadej Pogačar, marking a rare and significant step for the airline in the world of individual athlete endorsements.
The deal, which was revealed earlier this week without prior speculation, includes a generous annual sponsorship of $3 million to support Pogačar’s career. Additionally, the agreement grants him unlimited first-class travel on all Emirates flights to and from his races around the world. This level of commitment highlights Emirates’ growing interest in aligning its brand with global sporting talent—not just teams and events, but now individual athletes.
The sponsorship is part of the airline’s broader initiative called the “Accelerating Dreams” campaign, which aims to empower young talent across various fields, from sports and arts to innovation and entrepreneurship. According to the official statement from Emirates, Tadej Pogačar was chosen not only for his achievements on the bike but also for the inspiration he provides to the next generation of athletes.
“At just 27, Pogačar has already redefined what it means to be a champion in modern cycling. His humility, drive, and relentless pursuit of excellence make him the perfect ambassador for our campaign,” said His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airlines and Group. “This partnership goes beyond business—it’s a celebration of human potential.”
Pogačar, a two-time Tour de France winner and widely regarded as one of the most gifted cyclists of his generation, responded to the announcement with deep gratitude. In a short but emotional statement, he thanked Emirates for believing in his vision and career.
“This kind of support allows me to focus entirely on what I love—racing, pushing limits, and inspiring others to chase their dreams,” said Pogačar. “To have such a global brand backing me personally is both humbling and incredibly motivating.”
His heartfelt response quickly went viral on social media, with fans and fellow athletes praising the sincerity and spirit of the partnership. Several high-profile sports commentators called the move a “game-changer” in how airlines and major brands may view personal sponsorships in the future.
While Emirates has long been involved in sports sponsorship—most notably with football clubs like Arsenal and Real Madrid, as well as events like the Dubai Tennis Championships—this marks the airline’s first foray into a personal deal with an individual cyclist. The company has not disclosed the duration of the contract, but sources suggest it may span several years, possibly aligning with the next Olympic cycle.
This landmark partnership could signal a shift in how elite athletes are supported globally, especially in disciplines like cycling, where personal travel logistics and financial pressures can weigh heavily on even top-tier competitors.
For now, Tadej Pogačar can count on flying in the highest possible comfort class—while the cycling world watches what other doors this historic deal might open.
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