UCI Threatens to Ban Enduro Athlete Lewis Buchanan. Why? He's Sponsored By OnlyFans
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Earlier this year, OnlyFans signed their first UCI-level mountain bike athlete, Lewis Buchanan. The subscription service platform is known for their adult content, but they’ve recently been trying to expand their brand and user base by sponsoring athletes and artists. But the UCI isn’t having it.
No one on the planet will be shocked to hear that the UCI is going to ridiculous lengths to protect its reputation. According to Cycling Magazine, Buchanan was sent a notice that OnlyFans violates article 1.1.089 of the UCI Cycling Regulations. Under Chapter 1 of the regulations, covering “License Holders” Article 1.1.089 reads:
Without prejudice of the applicable law, no brand of tobacco, spirits, pornographic products or any other products that might damage the image of the UCI or the sport of cycling in general shall be associated directly or indirectly with a license–holder, a UCI team or a national or international cycling competition.
Not being able to race in UCI-sanctioned events would be a huge blow to Buchanan’s schedule and career. If he starts a race despite the warning from the UCI he could face serious fines, or be pulled off the race course entirely. But Buchanan argues that he’s being unfairly targeted.
How is the UCI deciding what’s “damaging?”
Cycling Magazine reports that the UCI partners with several brands that promote alcohol and gambling, despite being seemingly worried about their image.
Article 1.1.089 states athletes must not be associated with “any products that might damage the image of the UCI or the sport of cycling in general,” but the UCI doesn’t exactly keep company with only squeaky clean investments. UCI events are full of less-than-reputable brands.
Is this another UCI double-standard?
It certainly feels like a double standard to keep athletes out of competition for their partnerships, while also taking race sponsorship money from brands like Amgen, the makers of EPO.
And what about UCI team sponsor brands like Ineos? A chemicals company owned by a billionaire (Sir Jim Ratcliffe). Ratcliffe is one of Britain’s wealthiest individuals by the way, and an enthusiastic supporter of Brexit. He’s based in Monaco now, for tax purposes.
What about Lotto? The Belgian state lottery as a team sponsor seems staunchly opposed to the whole no-gambling thing, right?
At the end of the day it feels a lot like the UCI is picking fights at random rather than adhering to a set of rules that protect its reputation.
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