20 March 2024

  • Warner Bros. Discovery (WBD) partners with WHOOP as the headline sponsor for its global cycling coverage on all platforms including Max (USA), discovery+ and Eurosport (Europe)
  • WHOOP will be WBD’s presenting partner for the world’s biggest cycling races, covering an unmatched 1,000 live events, including the Giro d’Italia and Tour de France
  • New agreement continues the investment of WHOOP in world-class live cycling and follows its title sponsorship of the WHOOP UCI Mountain Bike World Series

Today WHOOP, the human performance company, is named as Warner Bros. Discovery’s (WBD) first official international partner for its cycling coverage.

The WHOOP brand will be integrated within live world-class cycling coverage on Eurosport across 50 markets and in 20 languages as well as streaming on discovery+*, while also becoming the official launch partner of cycling on Max which offers a new premium, uninterrupted viewing experience for fans in USA.

WHOOP will be prominently featured in various editorial, on-air and commercial elements throughout WBD’s cycling coverage, which includes more than 1,000 live races this season including all major men’s and women’s road, mountain bike, track, cyclocross and BMX events on the international cycling calendar.

As the Home of Cycling, WBD will leverage the partnership to benefit from the highly innovative WHOOP technology and cutting-edge biometric data analysis to present live insights from riders competing at major races including the Giro d’Italia, the Tour de France and the WHOOP UCI Mountain Bike World Series. The WHOOP performance metrics will support WBD’s commentary teams while elevating storytelling during live race coverage and studio analysis shows such as The Breakaway in the UK and the US and Velo Club in Germany.

WHOOP key performance data such as rider heartrate and Strain will be presented in real time for fans to better connect with the athletes competing by demonstrating the marvel and magnitude of elite level performance in action.

"Partnering with Warner Bros. Discovery is an excitement moment for WHOOP to amplify our mission of unlocking human performance across cycling, a sport we're deeply passionate about," said Jeremy Powers, Director of Sports Marketing at WHOOP. "The Grand Tours epitomize what it takes to compete in an endurance sport that pushes the limits of what's possible when we reach our potential. With WHOOP Live data, we're enhancing the viewer experience by offering real-time insights into the remarkable efforts of cyclists and what it means to be an elite athlete."

Scott Young, Group SVP, Content, Production and Business Operations, WBD Sports Europe, said: “Our commitment to cycling coverage provides fans with the most expansive and immersive live content offer anywhere and no other broadcaster can unlock the power of this incredible sport at the same scale as we do. Innovation is at the heart of how we bring the stories from the world’s greatest races and riders to fans all around the world and underpinning this are the formidable collaborations we possess with pioneering partners such as WHOOP.

“We’re excited to be working with WHOOP, harnessing its ground-breaking technology to further elevate our coverage and content, diving much deeper into what it takes to become an elite athlete. Simultaneously, I’m pleased that we can scale brand visibility and awareness of WHOOP for millions of cycling fans around the world to support its continued growth in this space." 

WBD and WHOOP’s partnership comes after it was announced as the title sponsor for the WHOOP UCI Mountain Bike World Series earlier this year. This latest affiliation continues the WHOOP investment in professional cycling after previously bringing its advanced health and fitness monitoring to the UCI Track Champions League and unlocking the power of a cutting-edge data-driven approach to optimise cycling performance and recovery.

WHOOP is currently offering a one-month free trial to help everyone start their journey. To learn more about WHOOP please visit www.whoop.com.


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