Friday, 8 January 2010



Baker signs Olympic Champion Cyclist

Victoria Pendleton for a 3-year campaign deal

Today, Britain’s most famous baker, Hovis has announced a 3-year partnership with Olympic cycling champion, Victoria Pendleton. Pendleton will be the baker’s ambassador for a series of campaigns, including encouraging a new generation of British ‘girls and boys on bikes’; healthy-eating and education initiatives.

Marketing Director Jon Goldstone, says “Hovis is renowned for Britain’s favourite ad, the iconic ‘Boy on a Bike’ and we are delighted to announce Vicky as our new ‘Girl on a Bike and are very excited about our plans for the next 3yrs.’”

Victoria Pendleton, who will be training in Perth (Australia) before March’s World Cycling Championships in Copenhagen, says: “I’m really looking forward to working with Hovis and being their ambassador for a range of healthy-living and eating campaigns.”

Victoria added: “I hope my work for Hovis will inspire a new generation of ‘girls and boys on bikes’ who enjoy cycling as much as I did when I was younger and maybe even inspire some champions of the future.”

Pendleton, 29, won Olympic gold in the individual sprint at the 2008 Beijing
Games. She has dominated women's track sprint cycling since 2005 winning 7
World Championship and the Commonwealth sprint titles. She will defend the
individual sprint at the World Championships in Copenhagen in March and the

Commonwealth Games in Delhi in October.

Her achievements also include:


World Track Championships, Pruszkow

Gold, Women’s Sprint
Silver, Women’s Team Sprint


Olympics, Beijing

Gold, Women's Sprint

World Track Championships, Manchester

Gold, Women's Team Sprint (with Shanaze Reade)
Gold, Women's Sprint
Silver, Keirin


World Track Championships, Majorca

Gold, Women's Team Sprint (with Shanaze Reade)
Gold, Women's Sprint
Gold, Women's Keirin


World Track Championships, Bordeaux
Silver, Women's Sprint

Commonwealth Games, Melbourne

Gold, Women's Sprint
Silver, Women's 500 metre Time Trial


World Track Championships, Los Angeles

Gold, Women’s Sprint


**Radio ANR, TV B-roll and Online D-roll are all available featuring interviews with Victoria**

For further information please contact Frank PR 0207 693 6999 or email

Notes to editors:

For more information on Hovis, visit
Hovis followed up ‘Boy on a Bike’ with the epic ‘Go On Lad’ ad in 2008. This was voted ad of the noughties by ITV in December 2009
Victoria is exclusively represented by Chris Evans-Pollard at three60 Sports Management.

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