AIGLE, Switzerland — Worldwide cycling federation Union Cycliste Internationale (UCI) and pro mountain biker Lewis Buchanan are currently in a standoff over the athlete’s announcement that his new sponsor for 2023 is OnlyFans.
The traditionally conservative Switzerland-based UCI notified Buchanan that he would not be permitted to race while representing OnlyFans as his sponsor, Canadian Cycling Magazine reported today.
Buchanan revealed that the organization sent him notice in February that he was in violation of Article 1.1.089 of the UCI Cycling Regulations, which states that “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.”
Buchanan said the standoff puts him “in an awkward situation.”
At the core of the debate is whether OnlyFans is a “pornographic product.” Both the company and Buchanan — the first mountain biker sponsored by OnlyFans — are arguing that it is not.
Buchanan told the UCI that while OnlyFans is used to promote adult content, it also features other content, Canadian Cycling Magazine reported. The endurance racer also noted that the UCI is “very active” on Twitter, which he pointed out “is also used to promote adult content.”
Buchanan has continued posting images of his helmet, prominently emblazoned with the distinctive blue-and-white OnlyFans logo, on his social media.
Three days ago, he posted on Instagram that he had been invited to speak on behalf of OnlyFans at the OneZero sports tech conference in Dublin, “to chat about revenue beyond sport and mix with some important names and brands outside the sport which was great.”
“It was nice to make more people aware of the sport I love,” Buchanan noted. “As much as I’ve had criticism for my deal with OnlyFans for whatever reason, the positivity and understanding my supporters and fans have had has outweighed all that and it’s really allowing me to live a mint life, create more connections that can lead to life after riding and travel more and do more of what I love which is riding and racing bikes.”
Buchanan went on to explain to his fans that the UCI is preventing him from racing in international events.
“They have basically flagged up my deal w OF as a rule breaker,” he posted, “and are not really interested in learning more or being educated on it…so shame there.”
Buchanan also theorized what might happen “if OF came along and dumped a ton of cash and wanted to help the sport,” wondering if UCI’s current strict stance “would be slid away a tad.”
Were Buchanan to attempt to race with his OnlyFans sponsorship helmet, Canadian Cycling Magazine explained, officials could prevent him from starting the race, or UCI could fine him as much as 25,000 Swiss francs.