If quality costs money: how valuable must Tadej Pogacar be? With his first rainbow jersey, the Slovenian all-rounder increases his unprecedented market value even further. A look at the finances behind the phenomenon – from his record wages to his hand-picked sponsors.
Becoming world champion is priceless, you sometimes hear.
Well… In the literal sense of the word, that’s not too bad. Tadej Pogacar earned ‘barely’ 8,000 euros in prize money from his triumph last Sunday.
A handout compared to the sums that the multiple winner has already collected this season. After a relatively modest spring, the counter already stood at 41,000, but the real big winners had yet to come in the big tours. Pogacar cashed more than 400,000 euros in prize money in the Giro and another more than 600,000 euros in the Tour. Perhaps those sums will be divided among the team.
In any case, the Slovenian has not only increased his record in recent months, but also his bank account.
Big earner or not?
Please note: the above premiums are merely extras for Pogacar.
In addition to variable premiums, the top rider also receives a fixed salary, paid by his wealthy UAE Team Emirates team. And that is a multiple of the good million in prize money that Pogacar collected.
How much exactly?
Well, in cycling, salaries – unlike in many other sports – are still a closely guarded secret. Yet in the past, some international media have dared to draw up lists of top earners.
With an annual salary of reportedly 6 to 8 million euros, Pogacar is always at the top. Other top players such as Jonas Vingegaard, Mathieu van der Poel and Wout van Aert have to make do with at least several million less – if we can believe the figures.
Super broker Alex Carera, who represents Pogacar’s interests, does not want to confirm the amounts. Although he assures: “No one has ever been paid as much as Tadej.”
And according to the Italian, that is logic itself.
“Because Tadej is not only the absolute number 1 in cycling, he is one of the very best athletes in the modern sports world. Isn’t it self-evident that you are paid well for that?”
At the beginning of his career, Tadej was driving around on a tiny contract, but was overjoyed to be able to pursue his passion.
Alex Carera
“You know, for Tadej, money is never the most important thing. At the beginning of his career he was driving around with a tiny contract, but he was very happy because he could pursue his passion. The financial thing follows automatically when you become the best in the world. That It’s like that in every job.”
Although the ceiling of course differs per field – even within the sports world.
Because Pogacar’s salary may be a huge sum in cycling, but for others it is just a piece of cake. For example, Cristiano Ronaldo earns 180 million euros annually in Saudi Arabia. NBA player Devin Booker closes the top 50 with 32 million euros per year.
That puts a different perspective on Pogacar’s merits.
| wages of high earners | ||
|---|---|---|
| Cristiano Ronaldo | football | 180 million |
| Jon Rahm | golf | 176 million |
| Max Verstappen | Formula 1 | 68 million |
| Lionel Messi | football | 58 million |
| LeBron James | basketball | 43 million |
| Tadej Pogacar | cycling | 6 to 8 million |
“There is certainly still a considerable margin in the whole cycling story,” Carera also realizes, who hopes to conclude a new record contract for his group in the short term.
“We have already negotiated this a few times with the team this season. If performance improves every season, it is logical that wages will also increase. We are close to a new agreement. After the season there will be time to finalize everything. to knock off.”
Alex Carera, manager van Pogacar.
Conscious sponsorship deals
In any case, the world title will be a powerful argument during the negotiations. And Pogacar also becomes an even more attractive billboard for sponsors thanks to its rainbow jersey.
Because in addition to competition premiums and a salary, the Slovenian also supplements his capital by entering into individual partnerships.
Currently, Pogacar’s portfolio in that regard seems less impressive than his record. There are barely 7 sponsors on the rider’s official website.
Most of them from Slovenia, such as Tus (a supermarket with Pogacar sandwiches), Medex (food supplements from bee products) and the national tourist office ‘I Feel Slovenia’. International partners include software company Plume and water brand Jana Water.
Plus of course some sponsors from the cycling sector such as MET (helmets), DMT (shoes), LOOK (pedals) and MyWhoosh (virtual cycling platform).
The sponsors on the Pogacar website.
For an international phenomenon like Pogacar, that’s actually relatively limited and modest, right?
This is partly due to the current UCI rules. They state that riders are not allowed to enter into individual deals with ‘competitors’ of the team sponsor. Because UAE partnered with Richard Mille – a luxury watch brand – Pogacar had to end its engagement with Breitling.
The most important thing in Tadej’s career is that he can train undisturbed towards his big goals.
Alex Carera
“But it is also a conscious choice,” Carera adds. “If we wanted, we could sign a contract with 10 new sponsors tomorrow – after the Giro and the Tour there were a lot of requests. For example, discussions are currently underway with a large Chinese company.”
“Only: sponsorship deals also come with obligations. The most important thing in Tadej’s career is that he can train undisturbed towards his big goals. And, above all, can spend moments with his family.”
Anyone who wants to buy a piece of Pogacar’s time will therefore have to dig deep into their pockets. Sources with knowledge of the matter claim that interested sponsors must pay a minimum of 500,000 euros to land the Slovenian. For his first Tour victory in 2020, that was approximately 25,000 euros.
Carera brings up another anecdote: “A few weeks ago, during lunch in Monaco, we saw a video on Instagram. It stated that Tadej’s value in 2019 was around 0.01 million and now… 50 million. ( grins) It made us both laugh.”
Click here to still allow this
Now, anyone who knows Pogacar a little knows that money is not his main motivation.
The Slovenian uses a significant part of his income to help his loved ones. For example, he has been fully financing the Pogi Team – a team for youth riders at his old team – for several years now. And this summer also saw the launch of the ‘Tadej Pogacar Foundation’ for victims of natural disasters and sick children.
“I grew up being taught to always help those in need if you are able to do so. Now I feel it has become a life mission.”
And when Pogacar sets his mind to something…
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