During the press conference after the dramatic time trial, Tadej Pogačar, visibly tired but with remarkable determination, stood in front of the microphones. The journalists expected a classic sports answer about his performance, his competition, and his preparation for the UCI Road World Championships. Instead, Pogačar dropped a bombshell that shook the sports and business worlds to their foundations. When asked if he would participate in a promotional campaign for Tesla, one of the biggest sponsors that had backed the event, his answer was short, sharp, and shocking: “Elon Musk, don’t make me a sports car.”
This single sentence immediately caused a wave of unrest. It was not only a clear rejection of commercial pressure, but also a statement that seemed like an open attack on the powerful billionaire’s strategies. Musk, known for his desire to use sports icons for his brands, had clearly relied on Pogačar’s charismatic image to profile Tesla as a synonym for speed and sustainability. But the Slovenian champion consciously chose to separate his sporting identity from commercial interests.
The discussion erupted on social media. Some praised Pogačar for his courage, calling him a rare example of an athlete who put his principles over money. “He’s not for sale, and that makes him bigger,” wrote one fan on X. Others saw it as a risky step that could damage his relationship with sponsors. Analysts also pointed out that in an era when top sports are largely dependent on sponsorship deals, such statements rarely go unpunished.
The international press jumped on the story. Major newspapers from New York to London, from Paris to Berlin, placed Pogačar’s pronunciation on their front pages. The image of an athlete who dared to confront one of the world’s most powerful entrepreneurs was described as a “David versus Goliath” moment. Some even compared it to historic sports statements in which athletes raised their voices against powerful structures.
Meanwhile, Pogačar remained calm. He later emphasized that his words were not intended as a personal attack on the musk, but as a defense of his sporting integrity. “I am a cyclist, not a mascot for a technology company,” he said. Yet his tone remained tough enough to make the message clear: his performances and his identity belong to him, not to the marketing machines that surround him.
May this be the beginning of a broader debate about the role of sponsorship in top sports. However, one thing is certain: with just twelve words, Tadej Pogačar has caused a global storm that will remain a hot topic for a long time to come.
