Menu
Marketing and Sponsorship

Wiggins Expected To See Sponsorship Uptick After Tour De France Win

Cyclist Bradley Wiggins stands to make £100,000 ($156,000) a week from commercial activities alone after becoming the first Briton ever to win the Tour de France, according to Matt Scott of the London TELEGRAPH. Sports-sponsorship agency BrandRapport Dir Nigel Currie said, “I see him making off-track earnings of £5M ($7.8M) over the next year. He’ll be a big star here, but he’s already become a huge star on the continent and in the U.S., where what Lance Armstrong has done has raised the profile of cycling.” Wiggins' achievements "lend themselves to a particular sector," and we can "expect to see his face on our most mundane household goods, a lucrative market by virtue of its ubiquity." Currie added: “His attraction to marketers has gone way beyond bikes." So if the Londoner can follow up his Tour de France win with success at his home Olympics, he will "strike gold in more ways than one." Currie said, “His great opportunity is to win the tour and add another gold medal two weeks later. That will really put him up there on the global scale (London TELEGRAPH, 7/23).

BLACKED OUT: Meanwhile, MARKETING MAGAZINE's Daniel Farey-Jones reported that Sky, Jaguar and Gatorade "whisked out press ads" in Monday morning newspapers to congratulate Wiggins. However, none of the ads feature a picture of Wiggins "due to the ad blackout in force" between July 18 and Aug. 15. The blackout, administered by LOCOG, is "designed to protect Olympic sponsors" and prohibits competing athletes from "appearing in advertising during and shortly before the Olympic Games." Rather than using a picture of Wiggins or a professional racer, it shows "a boy dressed in casual cycling gear pulling on a yellow T-shirt" (MARKETINGMAGAZINE.co.uk, 7/23).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2012/07/24/Marketing-and-Sponsorship/Wiggins.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2012/07/24/Marketing-and-Sponsorship/Wiggins.aspx

CLOSE