Global media giant Warner Bros. Discovery (WBD) has announced a new long-term partnership with energy drinks brand Monster Energy covering the UCI Mountain Bike World Series.
Under the agreement, Monster Energy becomes a main partner of the UCI Mountain Bike Series as the competition’s official energy drink, with the brand joining WBD onsite at all 14 events for activations.
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The UCI Mountain Bike World Series made its debut in 2024 as the new home of the UCI's various Mountain Bike World Cup competitions, bringing together the cross-country Olympic, cross-country short track, cross-country marathon, downhill, enduro, and e-enduro disciplines.
The series was launched after WBD extended and expanded its deal with cycling’s UCI governing body in 2022 to cover the promotion and broadcast of Mountain Bike World Cup events until 2030, ending up with the launch of the World Series.
Under its agreement, Discovery Sports Events, the WBD-owned event management division, collaborates with the Enduro Sports Organization (ESO) mountain biking promotion specialists to deliver every aspect of the Mountain Bike World Series, including organization, media production, broadcast, promotion, and commercialization.
Last year, WBD Sports set new records across broadcast, digital, and social platforms, and on-site fan attendance, for the UCI Mountain Bike World Series – a feat it hopes to deliver for the upcoming 2026 season.
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By GlobalDataThe current title sponsor of the series is Whoop, the US-based wearable fitness tech brand, in a deal running through 2026.
The 2026 season kicks off on May 1 with the Race of South Korea – marking the return of the UCI Mountain Bike World Cup to the Asian continent for the first time in 25 years.
Meanwhile, WBD also announced free virtual cycling app MyWhoosh as its new leading partner for its 2026 cycling coverage.
The deal includes brand visibility on all WBD’s cycling coverage across its linear, digital, web, app, and social platforms, including in Europe on Eurosport, TNT Sports, HBO Max, and discovery+.
WBD is set to broadcast more than 300 days of live action covering over 1,000 individual races, including the Classics, Grand Tours and World Championships, as well as all races on the UCI Mountain Bike World Series, plus Cyclocross, Track and BMX events.
As part of the deal, WBD and MyWhoosh will also create a series of short films that will be distributed across the broadcaster’s digital and social platforms, while a new behind-the-scenes Cycling Tech Diary series will explore features housed within MyWhoosh.
The partnership will start with the AlUla Tour 2026, which is running live across WBD’s channels until January 31.
