The campaign urges people to sign up to the organ donation register, ahead of the Transplant Games in August.
The three-times Olympic gold medallist pledged his support just before he took to the town’s streets in the Bolton SkyRide on Sunday.
Since January this year, 1,525 people have signed up, but we are aiming to get 5,000 to help the 62 people in Bolton who are in desperate in need of an organ donation.
Jason, from Farnworth, said: “The more people who sign the register, the better. It’s something that we should all be doing.
“I think it’s great that this year’s Transplant Games are being held in Bolton — the town has some fantastic sports facilities.
“The more people that have the opportunity to take part in sport the better in my opinion.
“Cycling is a great sport for people who have suffered injury or ill health to take part in because it’s low impact and you can set your own pace — so you’re only really competing with yourself.
“Plus it’s a great way to get around and it builds up your confidence.”
Also backing the campaign is Natalie Kerr, who had a life-saving double-lung transplant in 2012, and who will be taking part in the British Transplant Games in Bolton later this year, and Olympic medal winning brothers Alistair and Jonathan Brownlee.
To Sign Up to Save Lives, go to the NHS organ donor register at organdonation.nhs.uk, call 0300 1232323 or text SAVE to 62323.