The 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.
ESTABLISHED CYCLING PEDIGREE
Michelin has a strong heritage in cycling and created the first modern bicycle tyre in 1891(1). 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).
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.