Cycling’s elite riders dazzle audiences across the globe, inspiring fans and shaping the sport’s narrative. Among them, Slovenian sensation Tadej Pogačar stands out as a generational talent, racking up an impressive list of accolades at just 25 years old. However, according to retired professional cyclist Tejay van Garderen, Pogačar’s compensation does not match his influence and contribution to the sport.\
In a recent interview, van Garderen labelled Pogačar as “massively underpaid,” igniting a broader conversation about the financial dynamics in professional cycling. He argued that Pogačar’s marketability and performance warrant a salary that rivals the earnings of stars in other global sports like tennis, soccer, and Formula 1.\
The Rise of Tadej Pogačar\
Pogačar burst onto the scene with his extraordinary climbing ability, tactical prowess, and unshakable mental fortitude. His back-to-back victories at the Tour de France in 2020 and 2021 cemented his status as one of the most talented cyclists of the modern era. Add to that his wins in prestigious one-day races like Il Lombardia and his multiple-stage race triumphs, and Pogačar’s palmarès reads like that of a seasoned veteran.\
Yet Pogačar’s influence extends beyond his results. Known for his engaging personality and fearless racing style, he has become a fan favourite and an icon of the sport. Cycling, traditionally overshadowed by controversies around doping, has seen a resurgence of goodwill, thanks in part to figures like Pogačar who embody a fresh, clean image.\
Despite all this, his current salary, estimated at around €6 million annually, pales in comparison to top athletes in other sports. For van Garderen, this disparity underscores a structural inequity that cycling must address if it hopes to grow.\
Cycling’s Financial Structure: A Double-Edged Sword\
Unlike soccer or Formula 1, where lucrative broadcasting deals and corporate sponsorships drive enormous revenue, professional cycling relies heavily on team sponsorship. This dependency creates a fragile economic ecosystem where even top teams operate on modest budgets compared to other sports.\
“Tadej is doing for cycling what Roger Federer did for tennis or Lewis Hamilton for F1,” van Garderen explained. “But his paycheck doesn’t reflect that. It’s not just unfair to him; it’s a missed opportunity for the sport to properly reward and incentivize its stars.”\
Van Garderen’s argument touches on a key issue: the lack of central revenue-sharing in cycling. Unlike leagues such as the NBA or Premier League, cycling’s decentralized model means there’s no overarching entity to negotiate collective TV rights or distribute earnings equitably. Riders are paid directly by teams, whose budgets depend on volatile sponsorship deals. This structure leaves even the most marketable stars at the mercy of financial constraints.\
The Case for Paying Cycling’s Stars More\
Pogačar’s case epitomizes the challenges facing professional cyclists in monetizing their talent. According to van Garderen, Pogačar’s “star power” is undervalued not only in terms of salary but also in terms of the opportunities he creates for the sport’s growth.\
“When Pogačar races, people tune in,” van Garderen said. “He’s drawing new audiences, inspiring young riders, and putting cycling in headlines. That’s worth more than what he’s currently being paid.”\
The disparity becomes even starker when comparing cycling to other global sports. In soccer, Lionel Messi and Cristiano Ronaldo earn tens of millions annually, not including endorsements. Similarly, Formula 1 drivers like Max Verstappen and Lewis Hamilton command salaries upwards of \$40 million per year. Tennis stars such as Novak Djokovic and Rafael Nadal bring in massive earnings from prize money and sponsorships.\
While cycling lacks the commercial juggernaut status of these sports, its global appeal and growing audience present untapped opportunities. Pogačar’s popularity, particularly in markets like Europe and Asia, offers a compelling argument for cycling’s stakeholders to rethink the economic model.\
Endorsements: The Untapped Goldmine\
One potential avenue for increasing rider earnings lies in endorsements and personal branding. Stars like Pogačar are well-positioned to attract major sponsors, yet the sport’s current structure limits these opportunities. Unlike tennis or golf, where athletes operate as independent contractors, cyclists are tied to team contracts that often include restrictive clauses around individual sponsorships.\
Van Garderen suggests that the sport could learn from other disciplines by allowing greater autonomy for riders to pursue personal endorsements. “Pogačar could be cycling’s Michael Jordan,” he argued. “But the system isn’t set up to let him capitalize on that.”\
This issue also reflects a broader challenge for cycling: its limited mainstream presence in lucrative markets like the United States. Expanding the sport’s footprint in these regions could unlock new sponsorship deals, benefitting riders and teams alike.\
Pogačar’s Legacy and the Future of Cycling\
As Pogačar continues to dominate, the pressure to address cycling’s financial disparities will only grow. Van Garderen’s comments have sparked a much-needed debate about how the sport values its athletes and what changes are necessary to ensure its long-term sustainability.\
One potential solution lies in reforming the world’s economic model. By centralizing revenue streams—particularly from broadcasting rights—cycling could create a more stable and equitable system. This would not only benefit stars like Pogačar but also ensure that smaller teams and lesser-known riders have a more secure financial future.\
Another avenue is leveraging technology and digital platforms to grow cycling’s audience. The rise of streaming services and social media offers new opportunities for fans to engage with the sport, creating additional revenue streams that could be shared with riders.\
Conclusion\
Tejay van Garderen’s assertion that Tadej Pogačar is “massively underpaid” highlights a critical issue in professional cycling: the need to better align compensation with contribution. Pogačar’s star power transcends the sport, drawing audiences and inspiring fans worldwide. Yet his earnings do not reflect his impact.\
For cycling to thrive in the modern sports landscape, it must find ways to reward its stars more equitably and harness their potential to grow the sport. Whether through structural reforms, increased individual branding opportunities, or new revenue streams, the time has come for cycling to rethink its approach—and to ensure that riders like Pogačar receive their fair share of the spotlight and the paycheck.\
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