Yesterday Bradley Wiggins became the first ever Briton to win the prestigious Tour de France.
Sky and Jaguar have been quick to release ads to congratulate Bradley Wiggins, but may also be in part a ‘well done’ to themselves as the win vindicates their decision to become the main sponsor of the British road cycling team in 2009.
Due to the ad blackout , designed to protect official Olympic sponsors, enforced from 18th July to 15th August, none of the ads released will feature Wiggins as he is competition in the Olympics. Instead it shows a boy dressed in casual cycling gear pulling on a yellow t-shirt ( intended to mirror the yellow jersey worn by the Tour leader).
It has also run a joint ad with the sport’s governing body British Cycling, that highlights their ambition “to get one million more people back on their bikes”. The ad reads: “Today nearly 700,000 more Britons are cycling regularly and Bradley Wiggins has just made history on the Champs Elysees. Do you know someone who might be next?”.
Team Sky’s brand partners Jaguar and Gatorade have also placed ads in support. Gatorade’s ad proclaims: “Congratulations for having the bottle to win the tour”, while Jaguar’s reads: “We’ve been behind you all the way.”