Two-time BMX junior world champion Ross Cullen is an inspiration to youngsters looking to reach the top of their sport, according to the managing director of the Preston jewellers which sponsor the athlete.

In 2015 the Preston Pirates BMX Club rider claimed his second UCI BMX World Championships title after riding to victory in Belgium to win the Under-14 global crown.

That wasn’t the only honour earned by the Preston rider last year, with Cullen also winning the Under-15 British title - the sixth time in eight years he has put his name on a national prize.

And after being named Young Achiever of the Year at the Preston Sports Awards, the young cyclist was approached by Fishergate Shopping Centre-based fine jewellers Whittles to become their sporting ambassador.

“We were delighted to meet Ross and are thrilled to support him,” said Whittles’ managing director Joanna Rhodes-Valentine.

“He is a local Prestonian and should be an inspiration to many young people to work hard at their sport and take on the world.

“We were cheering for him at the recent World Championships in Colombia.

“He’s certainly a young man at the top of his game and a fantastic ambassador for our business. We are tremendously proud to welcome him to the Whittles family.”

Whittles’ sponsorship includes a 2016 Bell Full 9 carbon racing helmet, which the junior racer recently wore in Columbia where he finished second in the under-15s event at the World Championships,

“The support I get from sponsors and family and friends is invaluable,” said the St Michael’s High School pupil, who also benefits from being a member of the SSE Next Generation scheme, which supports 100 of the UK and Ireland’s leading young athletes with financial and mentoring support.

“I might have lost my title but I’m still incredibly happy with how I rode, it’s one race so it’s not like I did anything wrong, the other guy just had a better lap.

“You dream about Tokyo, I’ve been dreaming about the Olympics since I was a kid, but you’ve got to go through the pathway at British Cycling.

“So if you make it onto the podium pathway then there’s a chance they might choose you to go. It’s definitely something I look at going for.”

SSE’s Next Generation programme partners with SportsAid to provide financial support and training to the sports stars of the future. Keep up to date with the latest @SSENextGen