Pot of gold awaits Olympic hero Hoy

CHRIS HOY is set to become a millionaire within weeks after his Olympic heroics made him a household name, marketing experts predicted today.

For years the Edinburgh cyclist – the first Briton in 100 years to win three golds at one Olympics – has been earning just £24,000 a year, despite already being a world and Olympic champion.

But his exploits in Beijing have put him on a par with ex-England striker Gary Lineker when it comes to attracting sponsorship and advertising deals, according to one of Britain's leading agencies.

His earnings are set to rocket as the clamour for him to be knighted continues to grow, with sprint champion Allan Wells among those adding his voice to the calls.

Former team-mates and coaches today told of their delight at Chris's success, describing his "meticulous" preparations and unstinting encouragement of other Edinburgh cyclists.

Cycling clubs also reported a "Hoy effect" with the achievements of the former George Watson's pupil inspiring a rush of youngsters to try the sport.

The 32-year-old and his parents, David and Carole, are expected to return home from China within the week.

When he does, Chris, who is setting his sights on the London Olympics, will be able to pick and choose offers to endorse a range of products keen to be associated with his speed, strength and perseverance.

Yvonne Seator is head of design and advertising at marketing firm Dada, whose clients include Domino's Pizza and Omega, who use former England striker Ian Wright and Hollywood star George Clooney in its adverts.

She said: "There is the potential for him to earn serious amounts of money from endorsements and advertising. If you look at the sporting greats like Gary Lineker, Tim Henman, Steve Redgrave and Colin Montgomerie he's now right up there with them."

Meanwhile, media guru Max Clifford said "the sky's the limit" for the British champion.

He added: "Chris is undoubtedly the golden boy of the Olympics. It would be very, very easy for Chris to make a million pounds a year over the next four years."

Hoy is also planning to spend a couple of months in Japan in the autumn, where keirin racing – one of the events for which he won gold in Beijing – is a huge sport. Massive amounts are gambled on races and the top riders earn the equivalent of millions of pounds.

Allan Wells, who won gold at the 1980 Moscow Games, said Chris's achievements over three Olympics – four golds and a silver – meant he had earned a knighthood. "Five medals surely deserves to be a Sir," he said.

Other honours are being considered in Edinburgh, while the velodrome being built in Glasgow for the 2014 Commonwealth Games is to be named after him, it was announced yesterday.

Chris's former coach Allister Watson, 59, of the City of Edinburgh Racing Club, praised the four-times Olympic champion for keeping his feet on the ground.

Allister, who first met Hoy when he joined the club aged 14, said:

"It's his attention to detail that makes him a success and the fact that he has always been able to deal with disappointment and take criticism."

The coach described how Chris – a regular visitor to Meadowbank, despite moving to Manchester – greeted even the youngest Edinburgh riders by name when they visited him in Manchester.

"They couldn't believe he remembered them. It's all totally genuine – it's just who he is."

Former team-mate Marco Librizzi, 38, added:

"I once watched him sit with his racing helmet for an hour-and-a-half, just making sure it was perfect. That's why everything always goes right on the track."

The cyclist's victories have sparked what has been described as the equivalent of a "Wimbledon effect" across Edinburgh. Jackie Davidson, chief executive of Meadowbank-based Scottish Cyclists' Union, said: "We have had a big increase in the number of enquiries. People are ringing to see how they, and particularly youngsters, can get involved in track racing."

Chris's former City of Edinburgh Racing Club also credits an increase in membership to its star student's success.

At George Watson's College, staff recalled a keen sportsman and high academic achiever. Principal Gareth Edwards said: "In teaching, you remember those pupils who stand out as all-rounders. Chris would certainly have been one of those."

Chris's father David, 62, a surveyor, said: "He has done so well. It is fantastic. I don't believe my son can be compared to the legend that is Sir Steve Redgrave – he's the best.

"But Chris is still young and will be there in London 2012, so let's wait and see."

Girlfriend Sarra Kemp, 28, a lawyer also from Edinburgh, said: "People might think it's hard going out with someone who's so dedicated to his sport but I can tell you it's not – he's lovely.

"He keeps all the other medals he's won in his sock drawer."

Despite Chris's achievements the BBC national news last night relegated his achievement to second in the billing behind London-born runner Christine Ohuruogu, who took gold in the women's 400m, prompting nine complaints to the broadcaster.

• Campaigners fighting to stop the demolition of the Meadowbank velodrome where Chris Hoy began his career have released a video featuring the cyclist.

In the video, produced by Edinburgh Racers, he says: "Elite sport cannot stand alone without local facilities giving kids the chance to get into the sport in the first place. I really hope Edinburgh is going to continue to produce world champion cyclists but we cannot do this without a local facility."