Cycling is now deemed 'cool' says Bradley Wiggins

Sir Bradley Wiggins says he couldn't have imagined the current interest in cycling when he started his career in the 1990s.

Bradley Wiggins, Tour of Britain 2014 team presentation

Sir Bradley Wiggins believes British success in recent years has helped turn cycling into a brand, with the sport’s market now worth £1.39bn to the UK.

In an interview with Marketing Week, the world time trial champion insists that cycling is no longer a niche sport, with his Tour de France and Olympic glory in 2012 helping to bring the sport to national prominence.

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Stuart Clarke is a News Associates trained journalist who has worked for the likes of the British Olympic Associate, British Rowing and the England and Wales Cricket Board, and of course Cycling Weekly. His work at Cycling Weekly has focused upon professional racing, following the World Tour races and its characters.