Mark Cavendish has signed up as a sports consultant with a company which makes specialist endurance nutrition products for athletes.
The agreement with Blackburn-based company Science in Sport will start next January and sees Cav joining Sir Chris Hoy in endorsing the brand.
He will receive over 134,000 shares in the company as part of his consultancy fee.
Cav says using nutrition products to control energy and hydration quickly and accurately is essential for success in competitive cycling.
He adds that he's used SiS products for many years and is looking forward to working with nutritionists to develop new products targeted at endurance sport.