With his three world championship kits and five Tour de France green jerseys, Peter Sagan is a cycling phenomenon. And that’s not even considering his wins at Tour of Flanders and Paris Roubaix, or his flamboyant style. His hair, his post-race wheelies, and his viral videos on YouTube all entertain the fans. He woos the sponsors too, with an impressive collection of personal endorsements, and his 975,000 followers on Instagram.
Peter Sagan is the most valuable rider in the peloton, hands down. Sagan appears to understand the weight of his celebrity. In 2016 he agreed to market a little-known sports hydration company, Osmo Nutrition, to help rescue the product from financial ruin. “Peter’s participation saved the brand,” says owner Ben Capron. His decision to move from Tinkoff to Bora-Hansgrohe elevated that team from obscurity to the pinnacle of popularity. This fall, his participation in one charity ride for victims of California’s wildfires raised $70,000 in a few hours. To Sagan, his Midas touch seems to be part of a game, some greater mission to entertain his fans. Win or lose, Sagan is having fun. “We are actors,” Sagan said during the 2016 Tour de France. “No, we are artists.”