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Michelin, the world’s leading tyre manufacturer, has been announced as a main partner of the WHOOP UCI Mountain Bike World Series until, at least, the 2028 season.
This collaboration between Michelin and Warner Bros. Discovery (WBD) Sports, two industry leaders with innovation at their cores, represents a formidable alliance, poised to yield impactful outcomes.
As a new main partner of the WHOOP UCI Mountain Bike World Series, Michelin will receive prominent branding at all 15 race weekends across three continents, including one exclusive on track naming section, amongst other benefits.
Michelin has a strong heritage in cycling and created the first modern bicycle tyre in 1891*. For over 130 years, the brand has continued to be a mobility pioneer, building an impressive global reputation for quality, innovation, and performance. While achieving great success as a long-time technical partner of motorsport, Michelin is bringing its expertise back to mountain biking, where it already offers a complete range of tyres, developed using the latest technology.
During the 2024 season, several previous UCI World Cup podium finishers will be competing with Michelin tyres, including stars such as Camille Balanche (Downhill), Benoît Coulanges (Downhill) and Hugo Pigeon (E-Enduro).
Chris Ball, Vice President of Cycling Events at Warner Bros. Discovery Sports Europe, said: “We are excited to welcome Michelin, a universally recognised brand and industry leader, as our new partner for the 2024 season and beyond.
“By joining forces with a pioneering partner with sustainability and innovation at its core, we are confident that we can take mountain biking to even greater heights and will support Michelin in helping it to reach even greater audiences worldwide.”
Edouard de Peufeilhoux, President of the Michelin Two-Wheel Business Line, said: “Michelin is delighted to be associated with the WHOOP UCI Mountain Bike World Series. We can’t wait to see the world’s top riders fight for supremacy on our tyres in such a wide variety of spectacular, world-class disciplines.
“The performance of the new MICHELIN DH Racing Line has been boosted thanks to exclusive innovations that will bring a real plus in Downhill events.
“Michelin is a firm believer that competitive sport is the perfect arena to accelerate innovation, so our involvement in the WHOOP UCI Mountain Bike World Series stands out as a great opportunity to work on the development of even higher-performing and longer-lasting MTB tyres for tomorrow.”
The new partnership between Michelin and the WHOOP UCI Mountain Bike World Series perfectly aligns with the Union Cycliste Internationale’s (UCI) mission – outlined in its Sustainability Policy and Climate Action Charter – to make cycling one of the world’s most sustainable sports. In 2019, Michelin reinforced its ‘all-sustainable’ approach which strives for the best balance between human, environmental, and economic priorities. Cycling plays a key role in achieving this balance by offering an eco-friendly and low-cost mode of transport that also benefits the health and wellbeing of populations.
In tandem, event promoter and organiser WBD Sports recently achieved the ISO20121 certification for its commitment to sustainable event management. This certification approves the structured framework that integrates sustainability into their event management practices.
Thanks to a ground-breaking long-term partnership between WBD Sports and the UCI in 2023, all mountain bike major formats were unified under a single brand for the first-time, forming the UCI Mountain Bike World Series. Last year was the first season WBD Sports took full control of the global broadcast, promotion and organisation of the Series with its coverage of the sport reaching more fans than ever before.
The new season of the WHOOP UCI Mountain Bike World Series begins with the first round of the UCI Cross-country World Cup in Mairiporã, Brazil on 12 April.
