Wiggins could earn £5m from off-track commercial deals

Bradley Wiggins: (picture credit: Petit Brun)
Bradley Wiggins: (picture credit: Petit Brun)

Bradley Wiggins could earn up to £5m from off-track earnings, including sponsorship deals, should he achieve his expected victory at the Tour de France on Sunday.

Wiggins is hot-favourite to become the first English cyclist ever to win the Tour de France, when the race finishes this weekend.

Wiggins' exploits and that of his fellow British Team Sky riders have captured the hearts of the country.

The Brit is currently part of a team of riders sponsored by Sky. He also has a personal sponsorship deal with Fred Perry.

Sport sponsorship experts believe Wiggins will become massively more desirable in the market place should he win on Sunday, with sponsorship interest flooding in from the continent, headed up by healthy food and drinks brands, along with family lifestyle brands.

One expert believes his earning could hit £5m, the bulk of them coming from sport sponsorship.

Nigel Currie, executive at brandRapport, said: "With potential additional success and increased profile to come at the Olympics, his off track earnings could reach £5m.

"Cycling has become more popular in the UK in recent years on the back of Olympic success but it is massive on the continent with huge endorsement and sponsorship deals available to the top riders."

Currie compares a Wiggins victory to a landmark sporting achievement, similar to Rory McIlroy become the youngest British winner of a major golf championships and Li Nas becoming the first Chinese tennis player to a win a Grand Slam.

Rupert Pratt, managing director of Generate, agrees, saying that British cycling is now "the most exciting sponsorship opportunity in the UK".

Pratt said: "This sport now has unlimited commercial potential and the Olympics will only further this. Bradley’s personal endorsements are only restricted by his preference to stay out the limelight, therefore he has the opportunity to pick and choose and sign fewer endorsements for higher value."

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