Skip to main content

WARNER BROS. DISCOVERY LAUNCHES GENERATIVE AI-POWERED CYCLING CENTRAL INTELLIGENCE PLATFORM IN COLLABORATION WITH AWS

4 April 2025

New AI technology platform transforms storytelling capabilities for WHOOP UCI Mountain Bike World Series coverage, enhancing the viewer experience through data-driven insights

4th April 2025 | Warner Bros. Discovery (WBD) Sports Europe today announces the launch of Cycling Central Intelligence (CCI), an innovative generative AI-powered platform developed in collaboration with Amazon Web Services (AWS), that transforms how mountain bike events are brought to viewers worldwide. The platform debuts at the 2025 WHOOP UCI Mountain Bike World Series season opener in Araxá, Minas Gerais (Brazil) this weekend, marking a significant advancement in sports broadcasting technology.

As part of this initiative, AWS becomes the Official Cloud Infrastructure, Artificial Intelligence, Machine Learning, and Deep Learning Provider for the WHOOP UCI Mountain Bike World Series, supporting WBD's mission to further enhance on-screen experiences for mountain bike’s global fan base.

CCI will dramatically improve efficiencies for cycling commentators by mitigating the challenges of accessing comprehensive information about riders, venues and race histories within a live broadcasting environment. By providing instant access to a wealth of data points, it will empower commentary teams to deliver even richer, contextual storytelling to better connect fans with their favourite sport.

"What makes CCI truly revolutionary is how it enhances and complements the human expertise that makes sports broadcasting special," said Chris Ball, VP, Cycling Events at WBD Sports. "Our commentators and producers bring unmatched levels of experience and passion for the sport, and through our partnership with AWS, CCI ensures they can expertly craft the compelling stories and insights that our viewers love and that will keep them engaged.

"This collaboration represents a significant step forward in our ongoing commitment to innovation in sports broadcasting," Ball continued. "By combining cutting-edge AI technology with our leading production expertise, we're setting new standards for how mountain bike events are brought to life for viewers around the globe."

"AWS is helping Warner Bros. Discovery enhance the art of sports storytelling through the practical uses of generative AI," said Samira Panah Bakhtiar, General Manager of Media & Entertainment, Games, and Sports at AWS. "This collaboration showcases how AWS’ generative AI services can amplify human expertise. By handling time-consuming research and data synthesis tasks, CCI frees up WBD's talented commentary teams to focus on their passion and ability to capture the excitement of live sports."

The CCI platform leverages advanced generative AI capabilities of Amazon Bedrock and Anthropic's Claude 3.5 on AWS to create a unified knowledge base that processes and analyzes hundreds of documents about riders and events, along with vast databases of results, race times, and athletic performance data.

This comprehensive system enables commentators and production teams to access information through natural language queries, dramatically reducing research time and enabling more engaging, data-driven storytelling. Working backwards from the needs of its broadcasting teams, WBD Sports Europe collaborated with teams at AWS to envision CCI, develop a proof-of-concept, and build the solution.
CCI's technical architecture carefully balances AI capabilities with human expertise. The platform utilizes Amazon Textract for document processing, Amazon Translate for breaking down language barriers across international content, and Amazon Comprehend for organizing and structuring information. Amazon Bedrock integrates with these services while ensuring broadcasting professionals maintain complete control over the storytelling process.

The platform will continue to evolve throughout the season, with plans to incorporate additional features that will enable WBD’s commentators and production teams to serve mountain bike fans with the best possible live content and viewing experiences.

The 2025 WHOOP UCI Mountain Bike World Series begins in Araxá, Minas Gerais (Brazil) this weekend with the first of 16 rounds. Live and on-demand coverage of every race is available through WBD’s channels and platforms including Eurosport (Europe) and TNT Sports (UK & Ireland) with streaming on Max and discovery+, as well as around the world through WBD’s broadcast partners. More information on where to watch the opening round of the 2025 season is available here.

 

*Max is available in France, Poland, the Nordics, Iberia, Central and Eastern Europe. In Belgium and the Netherlands, Warner Bros. Discovery’s enhanced streaming service is branded HBO Max. discovery+ is the streaming service in Austria, Germany, Italy, the United Kingdom, and Ireland.

Contacts

WBD Sports (Europe)

Contact us here.


Latest news

17/4/2025 - Last updated 22 April 2025

WARNER BROS. DISCOVERY ACCESS UK AND TNT SPORTS ANNOUNCE 'REFRAME THE GAME' DIRECTORS

Reframe the Game, launched in 2024, aims to tell untold stories from across women’s sport Hannah Congdon, Somina Fombo and Daisy Ifama are announced as the inaugural Reframe the Game filmmakers following a successful pitch to industry experts including MotoGP presenter and sport personality Suzi Perry Their three short films will debut on TNT Sports and discovery+ on Saturday, 31 May


17/4/2025

WHITEFACE MOUNTAIN TO HOST UCI DOWNHILL WORLD CUP IN LAKE PLACID

The WHOOP UCI Mountain Bike World Series returns to Lake Placid (USA) for a second year running Three-Day Event Includes UCI Cross-Country World Cup Races at Mt Van Hoevenberg and UCI Downhill World Cup at Whiteface Mountain 


16/4/2025

SALOMON PARTNERS WITH WARNER BROS. DISCOVERY TO SHAPE THE FUTURE OF THE GOLDEN TRAIL WORLD SERIES

Warner Bros. Discovery Sports Europe will oversee promotion and distribution for the Golden Trail World Series circuit as part of a multi-year partnership.


10/4/2025

WARNER BROS. DISCOVERY EXPANDS EQUESTRIAN OFFER BY ADDING THE LONGINES GLOBAL CHAMPIONS TOUR & GCL

Multi-year partnership between Warner Bros. Discovery (WBD) and the Global Champions (GC) brings extended premium coverage of the Longines Global Champions Tour and GCL to millions of fans Live broadcast coverage will reach viewers across 75 markets in Europe and Asia on Eurosport and TNT Sports, with streaming on Max and discovery+* Trojan Paillot: “We are providing year-round coverage of this majestic sport and even greater visibility between Olympic cycles.”


09/4/2025 - Last updated 11 April 2025

RECORD-BREAKING 41 PERMANENT TEAMS SIGN UP FOR EWC ACTION

A record-breaking 41 permanent teams are set for action when the 2025 FIM Endurance World Championship fires up in France next week.


08/4/2025

MAVIC ANNOUNCED AS OFFICIAL SUPPLIER OF WHOOP UCI MOUNTAIN BIKE WORLD SERIES

The French equipment brand signs five-year deal as the Official Bicycle Shoe Supplier and also becomes the official partner for its home UCI World Cup round of Les Gets, Haute-Savoie (France)


05/4/2025 - Last updated 7 April 2025

SHIMANO CONFIRMED AS MAIN PARTNER OF THE WHOOP UCI MOUNTAIN BIKE WORLD SERIES

Iconic Japanese bicycle components manufacturer signs four-year deal as the Official Drivetrain & Electric Drive Unit Components partner


03/4/2025 - Last updated 10 April 2025

WARNER BROS. DISCOVERY CONTINUES AS THE HOME OF SPORT CLIMBING IN EUROPE

Warner Bros. Discovery (WBD) Sports Europe agrees new partnership with the International Federation of Sport Climbing (IFSC) to broadcast all IFSC World Cup and World Championship events until 2028. 


01/4/2025

PENTLAND BRANDS PARTNERS WITH SKY MEDIA FOR LANDMARK TNT SPORTS CHANNEL SPONSORSHIP

Six of Pentland’s iconic sports, outdoor and lifestyle brands make their collective TV and multi-platform sponsorship debut 


26/3/2025 - Last updated 2 April 2025

NEW TNT SPORTS DOCUMENTARY ‘PLAYING FOR OUR FUTURE’ EXAMINES THE IMPACT OF CLIMATE CHANGE ON THE FUTURE OF SPORT

New TNT Sports documentary ‘Playing for our Future’ presented by Reshmin Chowdhury investigates how climate change is impacting the world of sport from grassroots through to top tier sporting competitions Personal accounts from leading figures and climate change experts show the importance of sustainability to ensure sport’s survival The film considers how the world of sport can be a positive force for change to tackle environmental issues


24/3/2025

UCI AND WBD SPORTS CONFIRM END OF UCI TRACK CHAMPIONS LEAGUE, ANNOUNCE MEASURES TO REVITALISE UCI TRACK NATIONS CUP

The Union Cycliste Internationale (UCI) and its partner Warner Bros. Discovery (WBD) Sports confirm that the UCI Track Champions League was held for the last time in 2024, and that following this, the UCI Track Nations Cup will be revitalised from 2026.


17/3/2025

WARNER BROS. DISCOVERY AND OLYMPIC CHANNEL ANNOUNCE NEW FEATURE DOCUMENTARY CHARTING THE LIFE OF BRITISH OLYMPIC DIVING LEGEND TOM DALEY

17 March 2025 - London, UK - Tom Daley: 1.6 Seconds tells the incredible life story of five-time Olympic medallist Tom Daley OBE in a new collaboration between Warner Bros. Discovery and the Olympic Channel. Set to premiere on discovery+ in the UK and Ireland early June, broadcast on Really and TNT Sports later that month, the feature documentary film explores the remarkable journey of one of Great Britain’s most iconic athletes, both in and out of the pool. 


07/3/2025

WOMEN IN FOOTBALL UNITE WITH UK BROADCASTERS TO CELEBRATE AND SUPPORT WOMEN #TODAYANDEVERYDAY

British broadcasters and production companies will support Women in Football’s campaign on International Women’s Day, Saturday 8 March. Group will broadcast and post content online to recognise and celebrate the work of women in the industry all year round. Organisations taking part, include ITV, Channel 4, Sky Sports, TNT Sports, Premier League Productions, and talkSPORT. The group will also tackle online abuse.


07/3/2025

INTERVIEW WITH TNT SPORTS SENIOR PRODUCTION MANAGER UMO GLOVER FOR IWD 2025

In a two-part interview ahead of International Women's Day, TNT Sports senior production manager Umo Glover spoke to SVG Europe about her role at the company, the challenges she has faced and what drew her to a career in live sports production


06/3/2025

WARNER BROS. DISCOVERY AND GRAND SLAM TRACK™ PARTNER FOR COVERAGE OF LEAGUE’S INAUGURAL SEASON FOR FANS IN EUROPE AND ASIA

Warner Bros. Discovery (WBD) secures multi-year agreement with Grand Slam Track™ to broadcast competition across Europe and Asia with live exclusivity in 40+ territories*  The world’s fastest Racers will compete in the new premier track league created by four-time Olympic Champion Michael Johnson, live on Max, discovery+**, Eurosport and TNT Sports  The first of four three-day events begins in Kingston, Jamaica on 4 April