The Olympic cyclist was cheekily asked why he had decided to appear on the show, hinting that he wasn't a Z-list star.
“Bradley Wiggins, why did you choose to do The Jump?" asked Davina, before 36-year-old Bradley spat his chewing gum onto the floor and replied: "Just to p**s the Daily Mail off."
Viewers instantly took to social media, with half berating the star for his pre-watershed rant, and others in hysterics.
One viewer tweeted: "Haha 5 mins in and Bradley Wiggins has already swore on pre-watershed tv #thejump."
The Jump 2017: Davina McCall FORCED to apologise as Bradley Wiggins SWEARS live on air
Just to p**s the Daily Mail off.
"Wiggins against the media. Took his second word for an explicative. #TheJump (sic)," posted another.
A third said: "Just got #Thejump on. Gotta love Bradley just being Bradley. Why is he doing it…‘To p**s off the Daily Mail’".
"Man like Bradley Wiggins swearing pre-watershed throwing shade at d*mail #TheJump is the GOAT," laughed a fourth.
The Jump 2017: Sir Bradley Wiggins spits his chewing gum on the floor
The Jump 2017: Meet the contestants
Mon, January 30, 2017
The Jump kicks off with a brand new series next Sunday and now the first official images show how well this year's contestants are pulling off their bright lycra suits.
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The Jump 2017 contestants
One even blamed Davina for not giving a proper Big Brother-style warning: "Sir Bradley Wiggins says he's doing #TheJump to 'p**s the Daily Mail off'. Davina hadn't said 'You're live on Channel 4, please no swearing'."
It comes after Vogue Williams was forced to pull out of the show after suffering a leg injury while training.
Announcing the news on Twitter, Vogue posted: "Really disappointed to be out of The Jump. I've had the time of my life and if the show is back next year I'll be in it to win it! @Channel4."