Warner Bros. Discovery appointed to advance the sport of mountain biking in new eight-year agreement
Warner Bros. Discovery to combine its extensive assets and expertise, including Discovery Sports Events and ESO Sports, to elevate mountain biking and reach a global audience
New vision for the sport will provide more uniform platform for mountain bike’s different formats for the first time
PARIS, LONDON: The Union Cycliste Internationale (UCI) has selected Warner Bros. Discovery (WBD) to deliver a new vision for mountain biking which will see the leading global media and entertainment company combine all its assets and expertise to elevate the sport and reach a new global audience.
To deliver a completely new vision for the future of mountain biking, the UCI will harness WBD’s global scale and vast media platforms, as well as collaborate with two of the company’s specialist organisations. This will see Discovery Sport Events join forces with the Enduro Sports Organisation (ESO Sports) to deliver the organisation, media production and broadcast, promotion and commercialisation of the UCI Mountain Bike World Cup.
Discovery Sports Events, the global promoter and event management leader, will extend its relationship with the UCI to help promote the sport in support of further growing its global audience. ESO Sports, the owner and operator of the Enduro World Series and in whom WBD recently invested, will drive the project to globally unify mountain biking and elevate it to new levels, in collaboration with the UCI.
Building on mountain biking’s popularity, this new approach will also bring […]