Mountain bike athlete and enduro racer Lewis Buchanan received an unfortunate letter in February from the Union Cycliste Internationale (UCI) about participating in events for 2023: His latest sponsorship with OnlyFans, the website known for hosting adult content from Instagram influencers and everyday people alike has resulted in a ban from racing certain UCI events.
In a video published on April 2, Buchanan said he received a letter from the UCI that said his association with OnlyFans is “not compliant with the provisions of article 1.10.989,” noting that it was a sponsorship section and violated rules regarding sponsorships with tobacco and alcohol products and pornographic products or “or any other products that might damage the image of the UCI or the sport in general.”
“It’s mind boggling to me that they are having this issue with my sponsorship when I am not promoting any adult content,” he said in the 10 minute video. “My deal is purely sports related and the content I promote on my page is all sports related—mountain bike related actually, so there is no promotion from my side or anything on any other area or subject.”
Buchanan called the ordeal “awkward” and “frustrating” and said the UCI is “very uneducated,” and that the organization is not open to conversation about the affiliation.
According to the athlete, the rule applies only to UCI international events on their calendar and that they can’t stop Buchanan from entering a race, but they can refuse him to start, or fine him between 1,000 Swiss Francs and 25,000 Swiss Francs—about $1,100-$27,000 USD.
This also may not have posed a problem for Buchanan if the Enduro World Series had not recently merged with the UCI to become the EDR. Buchanan’s race results show that he typically only races a few world-level enduro races per year. In 2022, he placed 51 at the opening round in Innerleithen, Great Britain, and he was registered but did not start at the 4th round in Whistler. Buchanan also registers for a handful of one-off races like the Red Bull Cerro Abajo, Crankworx races, Red Bull Hardline and others.
The athlete first announced his sponsorship on Instagram on January 18.
“I have always wanted to partner with a company outside the MTB industry but who are keen to get stuck into something new. Onlyfans is a social media platform where anyone can be creative and showcase their talents. Sharing exclusive content or whatever you are passionate about and connecting with your fans.” He said he’d use his account for bike setup and riding tips, behind the scenes footage at events, and more. His content is free and it resembles what other mountain bike athletes might post on YouTube or Instagram.
The UCI did not immediately respond to a request for comment.
Buchanan said he and his team are trying to work through the ordeal and they might have a way to work around the rule. He plans on fighting and speaking up about the rule, but if he can’t race then he’ll shift plans and travel to ride more, but noted “at the end of the day I would like to race.”
Maybe UCI should start an Only Fans considering how often they f**k over riders.
C’est La Vie.
The UCI is applying its rules fairly here. His objection that his own content on OF is benign ignores the reality that OF is overwhelmingly a platform for adult content. If OF wanted to limit that content they could, but until then they are indeed a pornographic sponsor ineligible to promote themselves at UCI events.
More woke mob bullshit. It’s our freedom of speech, choice and expression being censored. Who are they to decide what’s right or wrong. Besides the decision makers are probably closet Only Fan subscribers.