Some interesting reading here
He's definitely evolved over the race personality wise and I think the UCI know that Brad is THE superstar of the sport now......one that can cross over into mainstream markets.
As for the French,they love their cycling and despite the widely accepted view that the Brits/French hate each other we're actually a lot more similar than most of us think.I think only Brits,French and possibly Italians have a greater sense of history and national pride in that history so it makes sense that the French would go for Brad's unapologetic Britishness allied to his ability to soak up their culture.
His cycling knowledge also helps,regularly reeling off results of other riders in interviews and has the air of a cycling FAN which other fans(British and French)can relate to.
Nice to read that, cheers Brian.
When the guy says 'virile', I'm thinking he means the interwiew where he called the suspicious "f***ing w*nkers"!