No expensive cars in Monaco, but a Volvo in Denmark for Vingegaard: 'I actually find that charming'

With Tadej Pogacar and Mathieu van der Poel, cycling has two absolute global superstars who are not afraid to show a bit of bling. The Slovenian world champion lives in Monaco and enjoys fast cars, while the Dutchman has sponsorship deals with Lamborghini and Richard Mille. Jonas Vingegaard, however, keeps himself completely out of that world.

Pogacar is logically the biggest earner in the professional peloton. He reportedly earns around eight million euros per year at UAE Team Emirates - XRG, and on top of that comes a significant amount from personal sponsors. Van der Poel earns roughly half of that at Alpecin–Premier Tech, but his deals with Lamborghini, Richard Mille, and Canyon will add substantially to that figure.

Tom Pidcock and Wout van Aert also benefit from lucrative personal sponsorships, notably through Red Bull. Vingegaard, meanwhile, sits among the four highest-paid riders in the peloton based purely on team salary, but the Dane has only one personal sponsorship deal, with helmet manufacturer Bygma. As a result, his total income appears relatively modest. Does that mean he is underpaid?

“On paper, yes,” former professional cyclist Brian Holm told Ekstra Bladet. But there is a clear reason for that, he explains: it simply is not Vingegaard’s style. “On paper, he should also live in Monaco and avoid taxes. And appear in a Rolex advertisement. But he doesn’t want that either. Most others would break their arm just to be in such a commercial.”

“He also doesn’t wear a Richard Mille watch,” Holm adds, referring to Van der Poel. “He really doesn’t care. He can just as easily tell the time on a Casio. I actually find that charming. While Van der Poel spends his winters on the Costa Blanca and Pogacar is based in Monaco, the climber from Visma | Lease a Bike can simply be found in his home country."

Money is absolutely not a driving force for Vingegaard; his priorities lie elsewhere. “That his family is doing well, that he himself is safe, and that he doesn’t have too many obligations when he’s not working. Jonas earns more money than most people will make in their entire lives, but he seems very relaxed about it. He prefers peace over money.”

Is that really the smart choice? If the two-time Tour de France winner were to move to Monaco, he would be financially much better off. “I just don’t think money drives him,” Holm says. “I don’t think he really cares. I actually find it very likeable – it’s hard not to appreciate that he prefers living in Denmark and paying taxes, even though he could earn twice as much in Monaco.”

While other sports and cycling stars embrace the spotlight, fame, and expensive toys, Vingegaard deliberately keeps his distance. No luxury cars for him. “He drives a Volvo – he doesn’t show up everywhere. He has no desire to attend Formula 1 races and be seen with celebrities. That’s just who he is as a person. I honestly don’t think he has any interest in it.”