BREAKING NEWS: World’s Best Cyclist TADEJ POGAČAR Turns Down $605 Million Adidas Endorsement Deal — “I Prefer Passion Over Fortune, My Dignity Is Not For Sale”
By Global Cycling News Staff | June 1, 2025
In a move that has stunned the global sports and marketing industries, two-time Tour de France champion Tadej Pogačar has reportedly turned down a $605 million endorsement offer from Adidas, citing personal principles and a devotion to cycling that transcends wealth.
The deal, which insiders confirm was among the most lucrative endorsement offers ever presented to an athlete,
would have seen the Slovenian superstar become the face of Adidas’ global performance division, with a lifetime partnership that included co-branded products, global marketing campaigns, and equity shares.
Yet despite the staggering financial offer, the 26-year-old cycling prodigy shocked the world with a firm, dignified rejection.
“I prefer passion over fortune. My dignity is not for sale,” Pogačar said in a statement released early this morning.
A Shocking Rejection in a Commercial Era
In today’s sporting world, where billion-dollar sponsorships are often the norm for elite athletes, Pogačar’s decision stands as a stark contrast — and perhaps even a rebuke — to the commercialization of sport.
According to confidential sources close to the negotiations, Adidas intended to launch a “Pogačar Performance” line that would have included apparel, shoes, training gear, and even a signature indoor cycling setup aimed at competing with Peloton and Zwift. The partnership would have spanned across Europe, North America, and Asia — effectively turning Pogačar into a global sportswear icon.
Marketing analysts suggest the deal could have earned the cyclist more than $1.2 billion over its full duration through royalties, stock options, and performance bonuses.
But the Slovenian rider, already a national hero and an international symbol of endurance, passion, and humility, saw things differently.
“My Love for Cycling Can’t Be Bought”
At a press conference held in Monaco, where Pogačar is preparing for the upcoming Tour de France, he elaborated on his decision:
“I’ve cycled through the hardest conditions — rain, mountains, pain, and exhaustion — not because I wanted riches, but because I love the sport. Endorsements are part of today’s game, but some offers go beyond the essence of who I am. I’m here to race, to inspire, to push limits… not to become a corporate product.”
His words drew applause from journalists and fans alike, many of whom were seen tearing up at the raw authenticity of his message.
Reaction from the Sports World
The cycling world and broader sporting community have reacted with a mix of disbelief and admiration.
Sir Bradley Wiggins, British Olympic champion and Tour de France winner, tweeted:
“Massive respect to Tadej. In an age where athletes sell everything, he just reminded us what sport is really about.”
Marianne Vos, Dutch cycling legend, added:
“Passion over profit. Dignity over dollars. This is why Pogačar is not just a great cyclist, but a great human.”
Even outside the cycling world, the response has been swift. Tennis icon Roger Federer called Pogačar’s decision “inspiring,” while basketball superstar Giannis Antetokounmpo posted, “Respect. That’s what legacy looks like.”
Adidas Responds
Adidas released a short official statement acknowledging the outcome:
“While we are disappointed, we deeply respect Tadej Pogačar’s decision. We remain fans of his journey and wish him continued success on and off the road.”
The company did not confirm details of the offer, but multiple business insiders have verified the $605 million figure.
Legacy Before Luxury
Tadej Pogačar has long been known for his grounded personality. Despite his rapid rise to the top of the sport and massive global fame, he continues to live modestly,
train obsessively, and remain deeply connected to his Slovenian roots. He donates to youth cycling programs and has often spoken about the need to preserve the soul of cycling.
“Money comes and goes,” he said in closing. “But your soul, your passion — that’s what you carry for life.”
Final Word
In an era of mega-contracts and commercial empires, Pogačar’s decision to walk away from over half a billion dollars is a reminder of something rare: not all greatness is measured in money. For Tadej Pogačar, the road remains the only currency that matters — and his legacy just grew even larger because of it.
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