The eight-time Olympic medallist will appear in Skoda's new UK brand campaign, which will be launched across TV, online, print and cinema in early February.
The ad was filmed in December and features Wiggins being put through his paces in Snowdonia alongside the Skoda Superb Estate.
Having Wiggins on board will strengthen the car manufacture’s pre-existing marketing around the sport which sees it sponsor multiple events including the Tour de France, Tour of Britain, The Women's Tour and Team Wiggins.
The deal was brokered by his management company, XIX Entertainment, however Wiggins has restructured his management team since retiring and has brought on board M&C Saatchi Merlin.
The 2012 Tour de France winner joins the agency's roster of names including Freddie Flintoff, Jamie Redknapp and fellow Olympic gold medallists Greg Rutherford Mo Farah.
Wiggins will continue to work with XIX Entertainment but will hand all commercial, broadcasting and management duties to M&C Saatchi Merlinas.
“We are proud to be working with Bradley in the next phase of his career,” said M&C Saatchi Merlin chairman, Richard Thompson. “Having conquered all before him while in the saddle, we hope to be able to develop Bradley's huge popularity across both the UK and Internationally.”
"We believe there is great potential and appetite for brands & broadcasters to work with someone of Bradley’s appeal & fan base. With the scale of the M&C Saatchi global Network we feel very well positioned to maximize his potential.”
Wiggins added: "I'm delighted to have joined the M&C Saatchi Merlin roster. Having now retired, the reach in to broadcasting and developing my own brand will be very important. With M&C Saatchi Merlin's global network and their outstanding record of creating broadcast careers; it gives me huge confidence in their ability to deliver for me."