UCI Bans Lewis Buchanan For OnlyFans Sponsorship

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In a video on his youtube channel over the weekend, Pro racer Lewis Buchanan revealed he’d received communication from the UCI informing him that due to his sponsorship deal with the online pay to view content platform he would not be allowed to race in UCI sanctioned events this year.

Lewis featured in a news item we ran earlier this year when he announced his sponsorship deal with the Onlyfans website.

OnlyFans is a website that allows content creators to create content that is only available to their paying fans. Since it’s creation it has become a home for adult content creators who can forge a living by interacting with their fans and creating content in a private space that many adult performers claim is a much safer environment for sex workers. Regardless of the original intentions of the platform creators, OnlyFans has become synonymous with porn which is something the platform has actively tried to address recently with scores of sponsorship deals with professional athletes around the world.

It’s clear however, that the UCI is having none of that and considers the association with OnlyFans to be a breach of it’s athlete terms and conditions, which lewis quotes in his video.

Buchanan claims to have contacted the UCI who are not willing to talk with OnlyFans directly to try and find a resolution. Buchanan claims the UCI rules only prohibit association with pornographic ‘products’ and after reading out the relevant paragraph in the UCI terms and conditions he was provided, counters that OnlyFans is not in fact a product, concluding that the UCI are ‘very uneducated.’

We have reached out to the UCI for comment and this story will be updated as new information becomes available.

While you are here

https://singletrackworld.com/wp-content/uploads/2023/01/lewis-buchanans-only-fans-sponsorship-deal-what-do-you-think/
https://singletrackworld.com/wp-content/uploads/2023/01/get-used-to-seeing-onlyfans-sponsor-more-aspects-of-our-sport/

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Viewing 40 posts - 1 through 40 (of 69 total)
  • UCI Bans Lewis Buchanan For OnlyFans Sponsorship
  • sparksmcguff
    Full Member

    Sock hight, puppy paws and now only fans. They really are spoilsports at the UCI.
    (Yeah, I’m not massively in favour of Only Fans sponsorship of sport. It doesn’t seem a very inclusive way to go.)

    charliedontsurf
    Full Member

    To say only fans is the same as twitter… I have doubts about the quality of 280 character text porn.

    Product definition: “Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need. It includes physical objects and services.”. So services, such as a media platform are also a product. “very uneducated”.

    He signed a contract/did a deal with the UCI, then another with Only Fans. Just read the contracts before signing, and it would be clear they are not fundamentally incompatible.

    2
    johnnystorm
    Full Member

    Wonder if his OF sponsorship relies on him competing to get paid? That’d be ironic.

    chrismac
    Full Member

    Is he intending to race at an uci event? If not then it doesn’t matter. It’s just he sent ahead to be doing the enduro series this year

    dirkpitt74
    Full Member

    Did his frame sponsor drop him because of OF too?
    I thought he’d been on Norco frames for a while – and now seems to be buying his own….

    cookeaa
    Full Member

    I guess the real question has to be is it really worth it From Lewis’ perspective?

    Hanging on to a sponsor and trying to battle a ruling if the governing body has excluded you from the sport? How big a part of his sponsorship does Only Fans make up?

    I suspect that Only Fans are trying to shed their reputation by sponsoring various sports, but it’s never going to work, their reputation for specialist grot is well established now…

    footflaps
    Full Member

    I doubt OF are surprised by this, part of their strategy to try to become more ‘acceptable’.

    Not that I think that’s actually possible…

    5
    Northwind
    Full Member

    Lewis has a tendency to assume he knows best, and to be fair, in his career he’s been proved right a few times, but this just feels like “I choose to interpret it this way and there is no other viable explanation”. And it makes him sound whiny and a bit dim here, not to mention selfimportant- it’s a 10 minute video ffs! That’s the worst bit, it’s not like he gets paid by the second here.

    Thing is, the UCI’s rules are prurient and outdated here but they seem to be implementing them exactly right. As much of a joke as the organisation can be I don’t think they can be faulted here on the execution.

    But this is a generational thing. People who got their porn from a backstreet sex shop, or from a top shelf, or on pay-per-view, or on a paid internet site, or on pornhub- depending on their age- all know that what they did was absolutely fine and normal and everyone was doing it, but whatever the next generation does is disgusting and wrong. There’s a generation that’ll pretty much agree with Lewis here, but then they’ll probably all turn their noses up at haptic ai porn or whatever it is the next generation likes.

    (in general, onlyfans aren’t trying to be more respectable, they’re trying to have it recognised how respectable they already are to many people, by the older people who own companies and write rules)

    And considering the UCI can’t even stop riders from injecting tardigrade sweat into their eyeballs, I don’t think they’re going to sort out porn hypocrisy. They’re all too busy watching Big Hairy Muffs VII on vhs.

    DickBarton
    Full Member

    It was the finest one in the collection though…

    And a sneaky edit whilst I was typing my response out. Everyone knows that episode wasn’t the best of that series!

    2
    ayjaydoubleyou
    Free Member

    but then they’ll probably all turn their noses up at haptic vr porn or whatever it is the next generation likes.

    you have my attention….

    weeksy
    Full Member

    From what i can see he last raced a UCI event in August 2021… it doesn’t seem to be a massive priority ?

    19
    jameso
    Full Member

    UCI – “Yeah, we’re OK with Ineos or states who behead people but you know, we have to be careful”.

    thisisnotaspoon
    Free Member

    – it’s a 10 minute video ffs! That’s the worst bit, it’s not like he gets paid by the second here.

    IIRC they do now, or at least they get paid more for longer videos. Which is why every new video is pointlessly long.

    YouTube has been pushing longer content for a while now.

    Northwind
    Full Member

    Only if you do it right- ie people watch it and the ads. Lots of people drag out videos in the expectation it’ll get more ads etc but that only works if people actually watch the ads, a 10 minute boring video that people watch 3 minutes of or click to the end doesn’t earn any more than a shorter vid.

    Though if Lew’s understood the cpm rules as well as the UCI rules maybe we’ll get another video in a month complaining that he didn’t get his internet munney.

    robertajobb
    Full Member

    A stopped clock is occasionally right. That’s the UCI in this case. Only**** really is only for ****.

    benpinnick
    Full Member

    From what i can see he last raced a UCI event in August 2021… it doesn’t seem to be a massive priority ?

    He’s ostensibly an EWS racer, which this year is UCI sanctioned.

    DickBarton
    Full Member

    Did he not say he was stopping racing as he wasn’t interested in it any more?

    1
    weeksy
    Full Member

    He’s ostensibly an EWS racer, which this year is UCI sanctioned

    Well he only raced 2 in 2022 and didn’t start one of those.

    https://www.rootsandrain.com/rider883/lewis-buchanan/results/

    footflaps
    Full Member

    IIRC they do now, or at least they get paid more for longer videos. Which is why every new video is pointlessly long.

    YouTube has been pushing longer content for a while now.

    Yep, pretty much lost interest in it as a result, I don’t have the attention span or time to watch a 30 min video which should have been 90 seconds long, or a 10 min vid which really has only one sentence worth of information in it…

    4
    squirrelking
    Free Member

    UCI are just wrong here. I’m not going to get het up to the point of opaque asterisks but Onlyfans is a commercial site for consenting adults doing consenting adult things. Last I checked they didn’t advertise to or influence children or use adult content to promote themselves.

    So what’s the problem?

    God forbid sex workers have a safe platform to offer services or we actually acknowledge these people exist. I bet some of you would have an aneurism if you found out about the Porn Pedallers. No, you don’t have to give your approval but you know what? Nobody asked for it or expects it. It just is and it’s legal so just deal with it.

    benos
    Full Member

    Good call imo. Porn should have no place in sports.

    kayak23
    Full Member

    The Facebook post about this article by the good people at this magazine is quite amusing, due to his mum (we presume?) being all over the comments.

    Facebook

    9
    squirrelking
    Free Member

    Good call imo. Porn should have no place in sports.

    Well since we’re at it how about gambling?
    How about countries with appalling human rights records?
    How about companies who support the NRA?
    How about big oil?

    How are any of those any better or less damaging than a porn site that’s behind an actual pay wall so you can’t actually see anything unless you’re legally old enough?

    weeksy
    Full Member

    I’m not seeing an issue with OnlyFans myself… but you’d have to think that he’d have seen certain aspects of it likely to happen? I mean you wouldn’t expect to see Pornhub advertising, it’s still taboo in society. Although it’s easy to argue that it shouldn’t be.
    It was a risky move for him and it’s not quite paid off.

    1
    footflaps
    Full Member

    It was a risky move for him and it’s not quite paid off.

    I’m sure he’s paid very well for it by OF!

    weeksy
    Full Member

    I’m sure he’s paid very well for it by OF!

    That’s the question/rub… i don’t know what he’s getting… it could be £1000, could be £50,000 who knows.

    benos
    Full Member

    But this conversation is about OnlyFans, @squirrelking, and I agree with the decision.

    footflaps
    Full Member

    it could be £1000, could be £50,000 who knows.

    No idea, but given the outcome was entirely predictable, I assume he’s been paid to be rejected, so that was all budgeted in when he negotiated the deal.

    Unless he’s a bit naive, in which case he’s shot himself in the foot….

    MoreCashThanDash
    Full Member

    Yep, pretty much lost interest in it as a result, I don’t have the attention span or time to watch a 30 min video which should have been 90 seconds long, or a 10 min vid which really has only one sentence worth of information in it…

    I’m sorry, I’m confused. Are you talking about clips on OnlyFans?

    SirHC
    Full Member

    Yep, pretty much lost interest in it as a result, I don’t have the attention span or time to watch a 30 min video which should have been 90 seconds long, or a 10 min vid which really has only one sentence worth of information in it…

    30mins of Lewis would be a struggle, thats if the video stays up long enough to watch it.
    The videos for me are dull and have little in the way of any information or enlightenment. Trying to stay relevant when he’s moved away from racing, onlyfans clearly pays well as he’s doing alright from it for now.

    nickc
    Full Member

    UCI are just wrong here

    Well, that’s for them to decide really, not us. I agree with you in that I don’t have a problem with his chosen advertising and you can always find hypocrisy in any advertising of anything and sports organisations don’t seem to have a problem taking money themselves from all sorts of sources that you and I might find problematic. The sports -washing that F1/FIA indulges in is particularly egregious.

    But, they’re not “wrong”, they’ve just made a decision about what they’ll accept

    For example;

    Pornhub’s business model for allowing sex-workers to promote themselves on it’s platform isn’t a million miles away from what Only Fans are doing, the difference being that Pornhub is also home to some very troubling and illegal activity, and it’s not clear that Pornhub care over much. I don’t think any normal person doesn’t think that a racer with the Pornhub logo on the chin of a helmet (insert* your own joke here) is something I want to explain to a kid watching the DH on Sunday. By banning OF, the UCI are letting everyone know that without having to have that argument with them.

    *It just gets worse really…

    footflaps
    Full Member

    I’m sorry, I’m confused. Are you talking about clips on OnlyFans?

    YT and their drive to lengthen content length…

    UCI are just wrong here

    Their game, their rules.

    They can do what they like and always have…

    squirrelking
    Free Member

    @benos do you have a reason why?

    Well, that’s for them to decide really, not us.

    *sigh*

    Yeah you’re right, as said by footflaps it’s their game so their rules. I just think that of a large wedge that’s already well hammered in Onlyfans is the very thin edge.

    I mean you wouldn’t expect to see Pornhub advertising

    Pretty sure there’s a football team with them as a shirt sponsor.

    Edit: seems I misremembered. But they have sponsored a motorcycle race team https://www.dmarge.com/pornhub-mv-agusta

    stevextc
    Free Member

    squirrelking

    Yeah you’re right, as said by footflaps it’s their game so their rules.

    If UCI were a company I’d agree but they aren’t… they are a defacto monopoly in that NGO grey area and a active (expanding) monopoly.

    If they were a utility company it would be closer to water than energy… at least in terms of you can’t pick your supplier and if your supplier decides to dump a load of raw sewage you can’t just swap provider as a protest.

    UCI can support or allow

    How about countries with appalling human rights records?
    How about companies who support the NRA?
    How about big oil?

    and the only thing a individual or team can do is “not race” in the international (and to an extent national) circuits.

    I was just looking and Russian/Belarusian privateers are banned (and other measures) whereas those in sponsored teams (based outside) are not.
    On one hand anyone competing isn’t shooting or bombing Ukraine at the time and on the other I doubt Putin has lost any sleep over the Russian DH team… so this only seems to punish the riders for an accident of birth and seems more about “We need to make a statement” than actually achieving anything?

    mert
    Free Member

    and the only thing a individual or team can do is “not race” in the international (and to an extent national) circuits.

    Not 100% sure on the finer details but i think the top two divisions of team have a minimum calendar they have to fulfil or they either get fined or put their license for the following season at risk (and lose invites to other, more prestigious events)

    stevextc
    Free Member

    mert

    Not 100% sure on the finer details but i think the top two divisions of team have a minimum calendar they have to fulfil or they either get fined or put their license for the following season at risk (and lose invites to other, more prestigious events)

    I was more fundamental than that… other than hardline/crankworx and a few slopestyle events there is almost nothing a pro-level rider can meaningfully compete in. (Self interest – bloody annoying when they turn up at local events and set a time you can’t even dream of)

    At a really broad basic level (without the finer details) it’s really UCI and their “subservient” national bodies or not a lot.
    It’s not like Trek/YT (Dare I say Yeti) have any viable option than UCI for DH and now Enduro???

    benos
    Full Member

    @squirrelking As I said, *I* think porn should not have a place in sport. That’s why I agree with the UCI on this, regardless of where their authority might derive from.

    1
    chrismac
    Full Member

    The whole thing is just clickbait as there is evidence to suggest he is planning or even eligible to race any elite UCI event anyway

    squirrelking
    Free Member

    As I said, *I* think porn should not have a place in sport. That’s why I agree with the UCI on this, regardless of where their authority might derive from.

    Yes I read that the first time round.

    I’ll make my question clearer – can you expand on why?

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