It will provide the organisation, media production and broadcast, promotion and commercialisation of the event
Warner Bros. Discovery has agreed an extension to its partnership with the UCI for the Mountain Bike World Cup.
The company will handle the organisation, media production and broadcast, promotion and commercialisation of the event through its specialist organisations Discovery Sports Events and the Enduro Sports Organisation.
Warner Bros. Discovery recently invested in the latter, which is the owner and operator of the Enduro World Series mountain biking competition. It will now aim to unify global mountain biking with the UCI.
David Lappartient, UCI president, said: “I am elated by our partnership with Warner Bros. Discovery, which will take our UCI Mountain Bike World Cup to the next level.
“Discovery Sports Events has already worked wonders with track cycling – thanks to the innovative UCI Track Champions League – and I know that the exciting discipline of mountain bike will also benefit from their expertise, their in-depth understanding of the expectations of athletes and fans, and the increased exposure that this partnership will bring. Mountain bike will get the impetus it deserves as we work together for the future of this vast and varied discipline.”
Andrew Georgiou, president and managing director of Warner Bros. Discovery Sports Europe, added: “Extending our relationship with the UCI to support the next phase of development and growth for mountain biking fits Warner Bros. Discovery’s expertise and ambitions perfectly.
“We will bring the scale of our global broadcast, streaming and online platforms to engage millions of people with the sport, as well as the capabilities of Discovery Sports Events and ESO Sports. Together they have the expertise and tools to develop the sport, alongside the understanding of the intricacies and existing strengths of mountain biking that are essential to best support the mountain bike community and grow the sport.”
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