Sir Bradley Wiggins has signed a three-year partnership with Volkswagen subsidiary, Skoda.
The agreement, which was brokered by MediaCom Sport & Entertainment, also covers Team Wiggins, the five-time gold medallist’s cycling team.
As part of the deal, the recently retired Wiggins will feature in a multi-platform advertising campaign, set to be launched in February 2017.
Earlier this week, Wiggins signed with sport and entertainment group M&C Saatchi Merlin, which will manage his all commercial, broadcasting and management duties.
In related news, British Cycling has inked a four-year agreement with sports nutrition brand Science in Sport (SiS).
SiS will work alongside the Great Britain cycling team, providing athletes with nutritional plans through the Tokyo 2020 Olympics and Paralympics. The brand will also run special promotional offers for all British Cycling’s members.
Jamie Obank, British Cycling’s chief operating officer, said: “SiS are known as experts in their field, and to have them on board is excellent news for all involved with British Cycling. This new link-up will benefit the Great Britain cycling team - giving our elite riders the opportunity to work alongside SiS to tailor their own nutritional strategies - and also British Cycling members, who will receive exclusive benefits themselves.”
"Science underpins everything we do and we’re really proud to be fuelling British Cycling with our industry-leading products in the lead up to Tokyo 2020,” added SiS chief executive Stephen Moon. “We have a huge responsibility and opportunity as the official sports nutrition supplier to British Cycling to continue our innovation lead in the market and fuel the Great Britain Cycling Team to even more Olympic and Paralympic success.”