SKODA announces Wiggins partnership

10 Jan 2017

By: Sport Industry Group

SKODA UK and XIX Entertainment have announced a long-term strategic partnership with Sir Bradley Wiggins.

The three-year deal will see the former Tour de France winner and Britain’s most decorated Olympian appear in SKODA‘s new UK brand campaign, which will be launched across TV, online, print and cinema in February.

The advert was filmed in December and features Wiggins being put through his paces in the Lake District alongside the Skoda Superb Estate.

The deal was engineered by XIX Entertainment, who's joint venture with Sir Bradley - who retired from cycling last month - will be continuing. SKODA UK will complement the existing Rapha & Halfords partnerships currently in place under the joint venture. 

From SKODA's side, the deal was negotiated by MediaCom Sport & Entertainment, the manufacturer's retained sport sponsorship agency.

SKODA UK will also be sponsoring Team Wiggins, created by Wiggins and XIX Entertainment in 2015. They will provide the team vehicles and their logo will appear on the team's new jerseys in the 2017 season. 

Speaking on the deal, Wiggins said: "I'm delighted to partner with one of the most exciting brands in the industry, and with such heritage in cycling.

“It's great that SKODA is throwing its weight behind Team Wiggins as well as we continue to support young riders reach their potential... We had a great time filming in Wales, and I can't wait for everyone to see the results in February." 

It was also announced yesterday that Wiggins will join the M&C SaatchiMerlin roster for commercial, broadcasting and management.