World champion and Tour de France winner Tadej Pogacar recently announced a long-term partnership with Continental, a historic German tire brand. This alliance is born from shared values: performance excellence, safety and mutual respect between all road users, motorists and cyclists.
At just 26 years old, Tadej Pogacar is already considered a generational talent. With his determination and global vision of the sport, the Slovenian champion perfectly embodies the philosophy of Shelf: pushing the limits, but always in a conscious and responsible way. «Top performances do not come from talent alone, said the Slovenian. – but from a constant desire to improve. Continental and I share the same ambition: to make the most of every opportunity, in sport and in technological development. This collaboration was a natural choiceAs a professional cyclist, I know how crucial it is to be able to trust your tires. Without the right equipment, I wouldn't be the rider I am today."
Safety and performance: on two and four wheels
Whether for cars or bicycles, safety remains a top priority. Continental has been synonymous with reliability for years: Its high-performance tires ensure grip, stability and control in every situation, from city traffic to the most challenging race courses.
Continental, already a protagonist in the world of car and cycling racing, thus strengthens its presence in professional cycling, alongside one of the most complete and influential athletes of the modern eraThe new partnership is based on a clear message: promoting coexistence among all road users.
Continental is not a new name in the world of two-wheeled cycling. At the Tour de France, all official support cars are equipped with its tires. Furthermore, numerous top teams—including the winner of the 2024 edition—race with Continental tires. The company is also the official sponsor of the Giro d'Italia, equipping the entire support fleet with its products to ensure safety during the 3.000-kilometer race.
Tadej Pogacar: beyond a champion, a role model
Since 2019 with the UAE Team Emirates-XRG, Pogacar rewrote the history of modern cycling. In 2024 he achieved a historic feat: winning the Giro d'Italia, the Tour de France and the Road World Championships in the same year., as well as winning classics like Strade Bianche and Liège-Bastogne-Liège. Only two athletes in history have achieved such a feat.
But his impact goes beyond his sporting achievements. Through the Pogi Team Foundation, he supports young Slovenian talent, demonstrating his concern for the future of cycling. Outside of racing, he is a true icon, inspiring millions of fans with his down-to-earth approach and passion for high-performance sports cars.
Its collaboration with Continental is not just a marketing strategy: It's a declaration of intent. A shared vision that puts safety at the center., innovation and respect on the roads of the world.
