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SBD Global/January 11, 2017/Marketing and Sponsorship

Car Manufacturer Skoda Signs Three-Year Deal With Bradley Wiggins

Recently retired cyclist Bradley Wiggins signed a three-year deal with Skoda "for the car firm's new U.K. brand campaign," according to ROAD CYCLING UK. Wiggins has "already been put through his paces on two wheels to film the first TV advert of the new campaign, alongside the Skoda Superb Estate." As part of the deal with Skoda, Wiggins will "appear in TV, print and online ads and is to be supplied with Skoda's Superb Estate 2.0, while the partnership also extends to his eponymous road team" (ROAD CYCLING UK, 1/9). THE DRUM's Tony Connelly reported having Wiggins on board will "strengthen" the car manufacturer’s "pre-existing marketing around the sport which sees it sponsor multiple events including the Tour de France, Tour of Britain, The Women's Tour and Team Wiggins." The deal was brokered by his former management company, XIX Entertainment. Wiggins has "restructured his management team since retiring and has brought on board M&C Saatchi Merlin" (THE DRUM, 1/9). CAMPAIGN LIVE's Simon Gwynn reported for Skoda, the deal was "negotiated by MediaCom Sport & Entertainment, which will be retained as Skoda's sport sponsorship agency." The business that became Skoda started in '85 as bicycle manufacturer Laurin & Klement (CAMPAIGN LIVE, 1/9).
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