Wiggins set up his professional cycling team in 2015 as part of efforts to further boost the sport in the UK. Cycling is now officially the second-fastest growing participation sport in the UK, according to statistics from Sport England. The profile of the sport has been significantly boosted by the success of riders such as Wiggins, who was the first British man to win the Tour De France in 2012.
The deal will see YESSS Electrical’s branding on the team kit worn by the team’s cyclists in all races for the next three years. The new all-British squad will race on the road, but its main focus in the coming months is to prepare Wiggins and a selection of his teammates for a bid for team pursuit gold on the track at the 2016 Olympic Games in Rio.
YESSS joins the ranks of Sky, and cycling brands Pinarello and Rapha, as key sponsors of the WIGGINS team. Aligning itself with the fast-growing sport is an important brand development move by YESSS, which has quickly built a nationwide network of electrical retail stores in the UK and mainland Europe.
As part of the deal, YESSS will have access to the team at key races, with Wiggins signed up to be the face of YESSS and scheduled to appear at company events and in marketing material.
Speaking at the launch of the deal, Sir Bradley commented: ‘We were approached by one of the blokes from YESSS at a race in South Yorkshire last year. He said a few of them love cycling and that they want to explore ways of reaching new customers so we’ve agreed to put them on our jerseys this year.
‘They’re a family-run, national electrical business and they’ve got their own way of doing things. They’re trying to change their industry and rock the status quo and I like that. And if we can get a few of them out of their vans and onto two wheels then it’s job done.’
YESSS Electrical general manager, Andy Singleton, commented: ’With the upcoming Olympic Games and a plethora of other top-class races across the next three years, we hope to be supporting the team through a period of what we hope to be huge success. Cycling is a fast-growing sport and we are a fast-growing brand, so we think this partnership is perfect for everybody.’