from the world series
WHOOP BECOMES TITLE SPONSOR THE UCI MOUNTAIN BIKE WORLD SERIES
After a successful first partnership in 2023, WHOOP has expanded its role…
from the world series
WHOOP BECOMES TITLE SPONSOR THE UCI MOUNTAIN BIKE WORLD SERIES
After a successful initial partnership in 2023, WHOOP has expanded its role to that of title sponsor for the next three seasons.
February 20, 2024 – London, UK | This is announced by the Union Cycliste Internationale (UCI) and Warner Bros. Discovery (WBD) Sports WHOOPthe Human Performance Company, will serve as title sponsor of the UCI Mountain Bike World Series for the next three seasons.
The renaming of the series to the WHOOP UCI Mountain Bike World Series marks an expansion of the pioneering partnership that began in 2023the inaugural season of the revamped series, which collected state-of-the-art biometric data from athletes during races via its wearable devices.
WHOOP Live enabled these analyzes to be presented during coverage on Warner Bros. Discovery’s screen, adding additional value to the series’ live content: the data enhanced the teams’ in-studio race commentary, analysis and storytelling and allowed viewers to engage Better connect with the sport and its riders by gaining a deeper understanding of what it takes to perform at an elite level.
Valuable insights
WHOOP metrics provide members with a comprehensive understanding of the dynamics of their body by showing what is happening and why. In 2023, mountain bike stars will be like Puck Pieterse (Overall winner of the 2023 UCI Cross-Country Olympic World Cup) and Loic Bruni (five-time UCI Downhill World Champion and three-time UCI Downhill World Cup overall champion) wore WHOOP devices that provided detailed insights into their performance before, during and after each race.
During the 2023 UCI Mountain Bike World Series, this information helped riders and coaches improve their preparation and develop race strategies, and also allowed broadcasters to provide more informed commentary. In the second year of providing these insights, the WHOOP data will be more detailed and further enhance the narrative of the sport from both the athlete and broadcaster perspectives
EXPANDED ROLE IN THE CYCLING WORLD
WHOOP’s expanded role as title sponsor of this international mountain bike series further solidifies its position in the cycling world. In addition to continuing to provide driver data, the company will now receive prominent on-site branding at all 15 race weekends in 10 countries in Europe, North and South America in 2024. WHOOP data will also be critical to Warner Bros. Discovery’s coverage of the WHOOP UCI Mountain Bike World Series on Eurosport, Discovery+ and Max*.
Chris Ball, vice president of cycling events at Warner Bros. Discovery Sports Europe, said: “WHOOP’s groundbreaking insights into rider performance have already helped take mountain biking to a whole new level, bringing the sport and its athletes closer to fans than ever before.We are pleased to welcome back WHOOP in a new, larger role as title sponsor of the now named WHOOP UCI Mountain Bike World Series, supporting our ongoing mission to support the continued growth of the discipline among new fans and make mountain biking a success to make new era.”
Jeremy Powers, director of sports marketing at WHOOP, retired professional cyclist, cyclo-cross national and Pan American champion, said: “We are excited to continue our collaboration with the UCI, Warner Bros. Discovery Sports and the Mountain Bike World Series. Mountain biking is an incredible discipline of cycling that is accessible and fun for everyone. WHOOP is a unique tool that can be worn by anyone, including the best athletes in the world, to help them learn more about themselves so they can perform their best on and off the bike.
By supporting the UCI Mountain Bike World Series, we help create lasting memories for fans. WHOOP will help take mountain biking to the next level through an innovative broadcast experience, showcasing detailed biometric data via our brand new WHOOP Live integration. This technology demonstrates the performance of these athletes.
We can’t wait to get started this season in Brazil and introduce mountain biking to the world through this truly unique partnership“.
Thanks to a groundbreaking long-term partnership between the Union Cycliste Internationale (UCI) and Warner Bros. Discovery (WBD) Sports, the most important mountain bike formats were brought together in a single calendar for the first time in 2023, forming the UCI Mountain Bike World Series. Last year was the first season in which WBD Sports took full control of the worldwide broadcast, promotion and organization of the series His coverage of the sport reaches more fans than ever before.
The new season of the WHOOP UCI Mountain Bike World Series starts with that first round of the UCI Cross Country World Cup in Mairiporã, Brazil, on April 12th.
WHOOP currently offers one one-month free trial to help everyone start their journey. To learn more about WHOOP, please visit www.whoop.com.
