When Lewis Buchanan announced his new sponsorship for 2023, it quickly made waves on the internet. Which is exactly what it was supposed to do, of course. Now, it looks like the enduro racer’s sponsorship is attracting the wrong kind of attention. The notoriously stuffy Union Cycliste Internationale (UCI) notified Buchanan that he would not be allowed to race while representing his new sponsor. Which puts Buchanan in what he describes as an “awkward situation.”
Why does the UCI have a problem with his new team?
Lewis Buchanan is the first mountain biker sponsored by OnlyFans. That is, for those pretending not to be familiar, an online platform known primarily for adult content, though it is trying hard to change that image.
Why is that a problem? According to Buchanan, UCI sent notice in February that his association with OnlyFans violated 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 licence–holder, a UCI team or a national or international cycling competition.
As defined in the present article, a spirit is a beverage with a content in alcohol of 15% or more.
Buchanan says that UCI objects to OnlyFans on the basis that it is a pornographic product. He objects on several grounds. Buchanan says he has communicated with the UCI, acknowledging that the platform is used to promote adult content, but also other content. He’s also pointed out that Twitter, which the UCI is very active on, is also used to promote adult content.
What’s at stake?
If Buchanan chooses to try and race despite the notification from UCI, a couple of things could happen. The organizer or commissars could prevent him from starting the race. Or, if he does race, UCI could fine him anywhere between 1,000 and 25,000 Swiss Francs.
Since enduro, Buchanan’s primary racing discipline now falls under the umbrella of the UCI, not being allowed to start any UCI-sanctioned race closes a lot of doors.
Buchanan is still attempting to carry on a conversation with the UCI, though he says that efforts seen little progress since February.
“I understand that they can do whatever they want, and I…
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