The former Team Sky man has already signed up for The Jump, a reality TV series which will see him swap the bike for skis and other winter sports alongside a host of celebrities, which also includes Paralympic cyclist and athlete Kadeena Cox.

And as part of his deal with Skoda, Wiggins will appear in TV, print and online ads and is to be supplied with Skoda’s Superb Estate 2.0, while the partnership also extends to his eponymous road team.

The 38-year-old said of his new management company: “Having now retired, the reach in to broadcasting and developing my own brand will be very important.

“With M&C SaatchiMerlin’s global network and their outstanding record of creating broadcast careers, it gives me huge confidence in their ability to deliver for me.”