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Tadej Pogačar, multiple winner of the Tour de France, has entered into a long-term partnership with Continental, a global leader in tire technology. This relationship is based on shared values: performance, safety, and mutual respect on the road, for all road users.
Source: Press Release
Continental has long been a trusted name in the automotive and cycling worlds, and this new partnership with one of cycling’s greatest modern talents marks a natural extension of this dual commitment.
Safety and Performance – Trust on Two or Four Wheels
Continental’s high-performance tires for cars and bikes are appreciated by motorists and cyclists worldwide. Their innovative technology provides grip and reliability for everyday use, as well as the ability to push limits in races where every second counts.
« High-level performance is not only the result of talent, but also of a constant quest for development. Continental and I share the ambition to always make the most of our possibilities, both in terms of sport and development. This partnership was therefore an obvious choice », says Tadej Pogačar.
Whether on the road or in high-level cycling, safety is paramount. Like millions of motorists, the multiple Tour de France winner relies on his equipment in the most critical moments. « As a professional cyclist, I know how crucial it is to trust your tires. Without the right equipment, I wouldn’t have become the rider I am today », says Pogačar.
« Cycling is about much more than just speed: it’s about awareness, respect, and teamwork », explains Kelsey Rollet, Global Marketing Manager for Bicycle Tires at Continental Tires. « Tadej Pogačar and Continental both stand for consideration and cooperation on the road. »
Egemen Atış, Head of Strategy, Analytics & Marketing at Continental Tires EMEA, added: « Risky maneuvers, misjudgments, and thinking only of oneself do not win races. Tadej’s ability to see the bigger picture, combined with his extraordinary talent, makes him not only the best cyclist in the world today, but also the ideal partner for Continental. »
This partnership will notably aim to promote understanding and respect between motorists and cyclists. Pogačar and Continental are committed to improving dialogue between road users and increasing safety for all. « Roads belong to everyone. With this partnership, we want to promote mutual respect, the foundation for safer streets, whether on two or four wheels », says Egemen Atış.
Continental’s Commitment to Cycling
Continental has been firmly rooted in the world of cycling for many years. At the Tour de France, the world’s most iconic cycling race, not only do all support vehicles run on Continental tires, but several top-tier teams, including the victorious team in 2024, ride on Continental tires. Continental is also a major sponsor of the Giro d’Italia, equipping all official support vehicles with its car tires to ensure increased safety over the race’s challenging 3,000 kilometers.
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