British Cycling and Wiggins sign new sponsorship deals despite mystery package
British Cycling, the national governing body for the sport, and Team Wiggins, the road cycling team founded by Bradley Wiggins, the former Tour de France winner and multiple Olympic medallist, have each announced new sponsorship deals.
The announcements come despite both coming under heavy pressure over a mystery package said to contain medication that was delivered in 2011 to a Team Sky doctor for Wiggins.
British Cycling announced that Science in Sport has signed up as its official sports nutrition partner, while Wiggins and Team Wiggins have signed a three-year deal with Skoda to promote the car firm’s new UK brand campaign.
Meanwhile, Wiggins is leaving XIX Management, the company run by Simon Fuller that represents him, and joining the M&C Saatchi Merlin agency which also looks after the commercial interests of British Olympic champions Greg Rutherford and Mo Farah.
Wiggins said in a statement: “I’m delighted to have joined the M&C Saatchi Merlin roster. Having now retired, the reach in to broadcasting and developing my own brand will be very important. With M&C Saatchi Merlin’s global network and their outstanding record of creating broadcast careers; it gives me huge confidence in their ability to deliver for me.”
Wiggins is embroiled in a controversy over his use of therapeutic use exemptions and the mystery package, but Team Sky has insisted: “As we have said from the start, we are confident that there has been no wrongdoing. We are continuing to co-operate fully with UKAD [UK Anti-Doping] and we look forward to the conclusion of the investigation.”