Infinite Reality becomes the company’s metaverse partner, with UCI Track Champions League event to be first it works on
Warner Bros. Discovery has made Infinite Reality it exclusive metaverse partner.
The pair will work on new avenues for sports communities, athletes and brands to interact with each other within virtual environments, specifically developed around upcoming Discovery Sports Events properties. The first of these will be the UCI Track Champions League event in London, 2-3 December.
The pair will preview a unique metaverse experience during the track cycling event, which is the finale of the competition’s second season. The Track Champions League aims to bring track cycling to a wider audience, with efforts including data-enhanced broadcasts and a behind-the-scenes docuseries to accompany the sport.
François Ribeiro, head of Discovery Sports Events, said: “Warner Bros. Discovery Sports’ partnership with Infinite Reality outlines how we plan to embrace the latest innovations and opportunities to deepen the connections between our audiences, owned series and brand partners to discover possibilities for new growth areas around different sports properties. We are excited by the potential to engage new audiences around live sport in different ways, extending the experience beyond the live environment and into even more places where people are interacting and spending time.
“Over the coming years, by breaking new ground in metaverse experiences around live sports events we will empower fans to engage with sport in new and exciting ways. We see the preview during the UCI Track Champions League as an outstanding opportunity to open new avenues for storytelling and fan engagement, providing key learnings as we look to extend our partnership to other assets of Discovery Sports Events’ portfolio.”
John Acunto, CEO of Infinite Reality, Inc. added: “Infinite Reality is thrilled to partner with and provide the metaverse power for such a dynamic, world-class company. This is just the beginning of connecting amazing content with their audiences in unique and immersive ways. We can’t wait to see the fans’ excitement while engaging with UCI Track Champions League and bringing them closer to the sport they love in a totally new and revolutionary way.”
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