Skoda signs up Bradley Wiggins for three-year partnership

Volkswagen-owned car brand Škoda has formed a three-year partnership with Britain's most decorated Olympian and former Tour de France champion, Sir Bradley Wiggins.

Bradley Wiggins: signs deal with Škoda
Bradley Wiggins: signs deal with Škoda

The deal was negotiated by MediaCom Sport & Entertainment, which will be retained as Skoda’s sport sponsorship agency.

Wiggins will appear in Škoda’s new UK brand campaign, to be launched in early February across TV, cinema, digital and print.

The TV ad was filmed in December in Snowdonia, and saw Wiggins put through his paces against the Škoda Superb Estate.

The business that became Škoda started life in 1985 as a bicycle manufacturer, Laurin & Klement. The brand’s involvement in cycling today includes sponsorship of the Tour de France, Tour of Britain and The Women's Tour, and as vehicle partner to RideLondon.