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Warner Bros Discovery bid to elevate Mountain Bike World Cup via eight-year UCI deal

Warner Bros Discovery bid to elevate Mountain Bike World Cup via eight-year UCI deal

The International Cycling Union (UCI), the sport’s global governing body, has signed an eight-year partnership with Warner Bros Discovery for the organisation, promotion and broadcast…

Monday, Jun 13

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The International Cycling Union (UCI), the sport’s global governing body, has signed an eight-year partnership with Warner Bros Discovery for the organisation, promotion and broadcast rights of the Mountain Bike World Cup from 2023.

Discovery Sport Events, the media giant’s specialist subsidiary, will work alongside the Enduro Sports to oversee the organisation, media production and broadcasting of the Mountain Bike World Cup. Enduro brings its expertise to the partnership as the owner and operator of its World Series mountain biking circuit.

The partnership will run from 2023 until 2030 and sees Warner Bros Discovery deepen its reach in cycling. In addition to a broad portfolio of cycling broadcast rights in Europe, Discovery Sport Events has a similar management agreement for the UCI’s Track Cycling World League , with the new mountain biking deal also designed to bolster the content offering for the media giant’s dedicated Global Cycling Network (GCN) over-the-top (OTT) platform.

The new partnership ends Red Bull Media House’s involvement in organising UCI-sanctioned mountain biking. The energy drink giant’s content arm has been the producer and main broadcaster of the Mountain Bike World Cup for more than ten years. The UCI said when it entered into exclusive talks with Discovery in February that Red Bull had ‘significantly’ increased the series’ audience during the course of its partnership.

“I am elated by our partnership with Warner Bros Discovery, which will take our UCI Mountain Bike World Cup to the next level,” said David Lappartient, president of the UCI.

“Discovery Sports Events has already […]

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