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SBD Global/November 5, 2013/Marketing and Sponsorship

British Cyclist Bradley Wiggins Signs Joint Venture With XIX Entertainment

British cyclist Bradley Wiggins "has signed a joint venture agreement with XIX Entertainment," managed by Founder Simon Fuller, according to Liam Prenderville of the London DAILY MIRROR. The British cyclist "becomes the latest sportsman to team up with Fuller, the creator of the Pop Idol brand," both in the U.K. and U.S. Other clients include David Beckham, Andy Murray and Lewis Hamilton, "with the brand intending to develop the commercial sides of high-profile sports personnel." Fuller, believed to be worth more than £300M ($478M), "is determined to team up with more sports identities and admitted that Wiggins' success has raised cycling's profile as a whole" (DAILY MIRROR, 11/4). The London DAILY MAIL reported Wiggins, who plans to compete for Team GB at the Rio Olympics in 2016, said, "I am proud of my career to date but still feel there is much to accomplish, both personally and for cycling as a whole" (DAILY MAIL, 11/4).
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