Pendleton Signs Hovis Sponsorship Deal

Olympic cycling gold medallist Victoria Pendleton has signed a three-year sponsorship deal to be a brand ambassador for Hovis in the build-up to the London 2012 Olympics.

The Premier Foods-owned brand will use Pendleton in a series of campaigns aimed at encouraging consumer uptake in cycling; healthy-eating and education initiatives.

The first initiative will be the Hovis Wholemeal Challenge that urges people to move their breakfast bread choice from white to wholemeal.

In launching the sponsorship, Hovis released a picture of Pendleton recreating the brand’s famous ‘Boy on Bike’ advertising campaign.

Pendleton won Olympic gold in the individual sprint at the 2008 Beijing Games and will this year compete in the World Championships in Copenhagen in March and the Commonwealth Games in Delhi in October.

Hovis celebrated its 122nd anniversary in 2008 with a two minute TV advertisement that is credited with helping boost sales.