French tyre manufacturer Michelin has been announced as a main partner of the Whoop UCI Mountain Bike World Series, with a five-year deal set to run until at least the 2028 season.
The collaboration between Michelin and Warner Bros. Discovery (WBD) Sports will see prominent Michelin branding at all 15 race weekends across three continents, including one exclusive on-track naming section, amongst other partnership benefits.
Chris Ball, vice president of cycling events at Warner Bros. Discovery Sports Europe, said: “We are excited to welcome Michelin 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.”
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.”
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).
WSD Sport and the Whoop UCI Mountain Bike World Series
Thanks to the 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.
Sustainability and cycling
The new partnership between Michelin and the Whoop UCI Mountain Bike World Series is said to perfectly align 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.
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.
Michelin in the UK
In recent months UK distributor, Silverfish, has launched the new E-Wild and Wild Enduro Racing Lines tyres.
Of the Whoop UCI Mountain Bike World Series partnership announcement Neil Cousins, Silverfish Media and Sponsorship Manager, said: “This is fantastic news for both Michelin and Silverfish, to see Michelin on the world stage is huge!
“With this news, and the launch of more MTB tyres in the coming hours, Michelin has gone big into Mountain Biking – the core of Silverfish and our partners. Roll on 2024 and beyond!”
