A million here, a million there: Here’s how much Tadej Pogacar earned after yet another unbelievable season on the bike

While people thought that Pogacar had had an unprecedented year in 2024 with Strade Bianche, Catalonia, Liège, Giro, Tour, Montréal, World Championships, and Lombardy, the Slovenian all-rounder surpassed himself this year. UAE Tour, Strade Bianche, the Tour, Flèche Wallonne, Liège, Dauphiné, Tour, World Championships, European Championships, Lombardy... they all went to Pogi. And logically, that should also generate some income.

The Italian newspaper examined Pogacar's earnings in 2025, revealing that his most significant source of income is his contract with UAE. After his spectacular performances last year, the Slovenian signed a new contract in the run-up to 2025. His salary went from a ‘meagre’ six million euros per season to eight million euros from this season onwards.

In addition to his salary, UAE also motivates its team leader with bonuses from the team. Pogacar can add one million euros to his account for the overall victory in the Tour, half that amount for a victory in the Giro or the Vuelta, and another 250,000 euros for a new rainbow jersey. Last year, the amount was 1.75 million euros; this year, it is 1.25 million euros.

In addition to his income from the team, Pogacar also has several sponsorship deals. Gazetta counted no fewer than nine: Colnago provides the bikes, DMT the shoes, Met the helmets, Continental the tires, Enervit the nutrition, Jana the water, Plume the Wi-Fi connection, and MyWhoosh the virtual cycling experiences. It is also said to be a sponsorship deal with the Slovenian tourist office.

The total picture of all these sponsorship deals? According to the Italian media, this would have generated a total of two million euros. That sounds like a lot, but negotiations are already underway to bring in two new partners from next year. Each is worth one million euros, so in 2026, revenue from this segment would double to four million euros.

The last part of the income consists of merchandising revenue. “Three years ago, the personal logo was almost a hype, but today it is a fundamental part of Tadej's image value. Every year, the value of the Pogacar brand doubles compared to the previous year,” explains manager Alex Carera.

How much does that generate? Turnover would have been at least one million euros in 2025, compared to just half a million euros in 2024. Not all of this goes to Pogacar himself, as the royalties from the Pissei racing products, which made the suit he wore during Strade Bianche, were sold for 30,000 euros. This money goes to the Tadej Pogacar Foundation to raise funds for cancer research, among other causes.

Okay, so let's do the math. Pogacar's most significant source of income is his contract with UAE. In addition to his eight million euro salary, he also received 1.25 million euros in bonuses this year. The Slovenian is said to have received around 2 million euros for all his sponsorship deals. With another million euros in merchandising, the total comes to a staggering amount of just over 12 million euros.