Van der Poel Rides with Fans in LA as Pogačar Launches Pogi Challenge UAE Team Quiet on Star’s Growing Brand
While Mathieu van der Poel leads a fan ride through Los Angeles, Tadej Pogačar is making waves on the other side of the world with his “Pogi Challenge a Strava-based competition aimed at engaging amateur riders. Both events showcase the modern cyclist’s growing role beyond just race results, embracing fan engagement and brand-building. But there’s a difference in tone and potential tension behind the scenes particularly in how Pogačar’s initiative may be received by his team, UAE Team Emirates.
Van der Poel’s ride in LA is a textbook example of how a world champion engages fans without ruffling feathers. He’s already known for his crossover appeal a star in cyclocross, road, and mountain biking and a relaxed group ride in a major US city fits with his image. No pressure, no controversy. It’s good PR for Alpecin–Deceuninck and helps cement his global popularity. No one at his team is losing sleep over it.
Pogačar’s “Pogi Challenge, on the other hand, is more ambitious — and more personal. The challenge invites riders across Slovenia and beyond to match his times on select climbs, with prizes and recognition for top performances. It’s cleverly branded, tied to his identity and local roots, and very much a reflection of how he sees his place in cycling culture as both elite athlete and national hero.
But therein lies the tension. UAE Team Emirates, a team with major financial backers and a meticulously controlled media strategy, may not be entirely thrilled with Pogačar’s independent branding. The “Pogi name has become its own brand spanning merchandise, coffee collaborations, and now competitive challenges. While it promotes cycling and aligns with his clean, charismatic image, it also draws attention away from the team and its sponsors. There’s a fine line between a star rider using his fame to grow the sport and him becoming bigger than the team itself.
Pogačar’s charm and results likely buy him some leeway and he’s not reckless but as his off-bike projects grow, the question becomes how much autonomy UAE is willing to allow. If “Pogi Inc. keeps expanding, the team may push for tighter alignment, or risk being sidelined in their own narrative.
For now, the rides go on one in LA sunshine, the other on Alpine slopes both revealing how cycling’s stars are pedaling far beyond the finish line.
