Olympic hero Sir Bradley Wiggins dropped in to Normanton fresh from his gold medal win at the World Track Cycling Championships.
The 2012 Tour de France winner announced he had signed up Normanton-based wholesaler YESSS Electrical as a main sponsor on Wednesday.
And the company’s logo will grace the WIGGINS cycling team’s kit for the next three years.
Speaking at the deal launch, Sir Bradley said: “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 said he was delighted with the new partnership.
He added:“With the 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.”
Wiggins set up his own cycling team in 2015 to help promote the sport in the UK – it is now the second-fastest growing participation sport in the the country, according to Sport England stats.
YESSS Electrical, which was set up in 2012 and is based in Foxbridge Way, Normanton Industrial Estate, supplies a wide range of electrical goods at 90 stores nationwide.