Brands look to exploit Wiggins Tour win

Sponsors and backers of Bradley Wiggins and the team he rides for have launched a marketing blitz to exploit the popularity of the cyclist, who yesterday (22 July) became the first ever British winner of the Tour De France.

Bradley Wiggins

Partner brands of his team, Team Sky, such as Gatorade and Jaguar have taken out press ads offering congratulations. The soft drink brand says: “congratulations for having the bottle to win the tour”, while the car marque, which carries the team’s riders’ equipment, says: “Congratulations to Bradley and Team Sky. We’ve been behind you all the way”.

News Corporation, which as a 39 per cent stakeholder in BSkyB helped setup Team Sky, also offered congratulations to Wiggins and Sky’s “tour de force”.

Triple Olympic gold medalist Wiggins is hot favourite to add one more to his overall Olympic tally of six when he competes in the time trial at the Games in London next week.

Sponsorship experts are predicting that his success in France will net him a considerable increase in income from commercial deals.

Learn more about Sky’s strategy for cycling sponsorship here.

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