Sir Bradley Wiggins signs three year deal with Yorkshire electrical wholesaler

Olympic gold medallist and Tour de France winner Sir Bradley Wiggins has teamed up with Normanton-based electrical wholesaler YESSS Electrical to become the main sponsor of the WIGGINS cycling team.

Wiggins set up his professional cycling team in 2015 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 Sky, and cycling brands Pinarello and Rapha, as key sponsors of the WIGGINS team.

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.

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.”

Andy Singleton, YESSS Electrical general manager, added: “We are delighted to announce this partnership with such an icon of British sport. The philosophy of Sir Bradley and his WIGGINS team is to do things differently and we feel that this rings true with what YESSS stands for as a brand.

“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.”

Established in 2012, YESSS Electrical recently opened its 90th branch. Employing 850 staff nationwide, YESSS has plans to expand throughout 2016 to achieve a network of 150 UK branches.