Sir Bradley Wiggins has put pen to paper on a brand new deal which will see him link up with the innovative entertainment company XIX Entertainment.

The 2012 Tour de France winner and holder of the BBC’s Sports Personality of the Year award will join the $100million brand, formed in 2010 by Simon Fuller, creator of Pop Idol.

XIX Entertainment’s list of clients already boasts a number of major sporting names, including David Beckham, 2013 Wimbledon champion Andy Murray and 2008 Formula One world champion Lewis Hamilton.

Alongside other entertainment ventures the brand aims to develop the commercial sides of high-profile sports stars, and Wiggins expressed his delight to have signed the deal.

The four-time Olympic gold medalist told the Mirror: “I admire Simon’s fearless mindset and proven ability to create new possibilities.”

Fuller has spoken of his desire to team up with more sports personalities, and has been impressed by Wiggins’ efforts to raise the profile of cycling.

“Bradley has endeared himself to followers worldwide through the scale and manner of his success,” he said.

“He enjoys both an extraordinary past and a clear and ambitious view of the future through to Rio and beyond. We are thrilled to be partnering him at this exciting time for him and the sport.”

Since his victory in the London 2012 time trial Wiggins, or ‘Wiggo’ as he is affectionately known, has gained a vast following due to his captivating antics and charm.

Wiggins – who always races with a red, white and blue roundel either on his helmet or bicycle – is renowned for being a Mod, and his trademark sideburns are now infamous.

After winning the 2012 Sports Personality award he celebrated in style at the after show party by joining the band on stage to play a rendition of The Jam’s ‘That’s Entertainment’ and Oasis classic ‘Wonderwall’.

The 33-year-old also has his own clothing range with Fred Perry and last year released his autobiography ‘My Time’.

It is likely that, with a broadly successful cycling career drawing towards its conclusion, that Wiggins will focus on non-cycling aspects of his career with XIX Entertainment.

The Team Sky rider added: “I am proud of my career to date but still feel there is much to accomplish, both personally and for cycling as a whole. I know Simon and his team are the best people to help me do that.”

It is believed that XIX Entertainment will have to pay a significant amount of compensation to Wiggins’ current management agency, MTC, in order to acquire his services.

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