West Midland car parts and cycle retailer Halfords is riding tandem with Olympic gold medallist and Tour de France rider Chris Boardman.
The Redditch-based company is hoping to boost sales via a partnership deal under which it will sell an exclusive range of cycles designed by Mr Boardman, who won the individual pursuit gold medal at the Barcelona Olympics in 1992.
Halford's has also signed a deal to be the broadcast sponsor for ITV's coverage of the Tour de France this July, which starts from London for the first time, said chief executive Ian McLeod.
The deal with Boardman will see a range of nine different road, mountain and commuter models and 30 different frame sizes costing up to £1,400 in Halfords' stores by the end of the month.
"This is taking us into a different league in terms of our product offer to the specialist cycling enthusiast," Mr McLeod said.
He said Halfords and Boardman, nicknamed "the Professor" for his meticulous attention to detail in preparation and training, have been working "behind the scenes" on the project for two years.
"He's had significant influence over the design of the product, he's had final sign-off.
"The entry-price road bike, which is around £500, Chris believes is better than the one that he rode in the Tour de France."
With Halfords already selling one in three cycles sold in the UK, Mr McLeod said the Boardman deal was an important strategic development for the group along with the evolution of its standalone Bikehut stores.
The 115-year-old company yesterday said that profits before tax and exceptional items rose by 8.4 per cent to £83.5 million in the year to March 30 on sales 9.1 per cent up at £744 million.
Sales growth was achieved in all three of the group's key categories - car maintenance, car enhancement and leisure, which includes bikes.
A final dividend of 9.5p is proposed, making 13.85p for the year and a rise of 8.6 per cent. Trading has been encouraging at the start of the new financial year, with like-for-like sales growth accelerating to 9.2 per cent on a year earlier.
Boardman is currently director of research and development for the British cycling team as it prepares for the Beijing Olympics.
Shares closed up 22p at 391p.
