Michelin, a leading tire manufacturer, has partnered with the WHOOP UCI Mountain Bike World Series until 2028, in collaboration with Warner Bros. Discovery Sports. This partnership will provide Michelin prominent branding at all 15 race weekends across three continents, including exclusive on track naming rights. With a strong heritage in cycling, Michelin has been a pioneer in mobility for over 130 years, known for quality, innovation, and performance. The brand is bringing its expertise back to mountain biking, offering a range of tires developed using the latest technology. In the 2024 season, top riders such as Camille Balanche, Benoît Coulanges, and Hugo Pigeon will be competing with Michelin tires.
Chris Ball, Vice President of Cycling Events at Warner Bros. Discovery Sports Europe, expressed excitement over welcoming Michelin as a partner and believes the collaboration will take mountain biking to new heights. By partnering with a brand focused on sustainability and innovation, they aim to reach greater audiences worldwide. Edouard de Peufeilhoux, President of the Michelin Two-Wheel Business Line, is thrilled to be associated with the WHOOP UCI Mountain Bike World Series and looks forward to seeing top riders compete on Michelin tires. The development of the new MICHELIN DH Racing Line offers innovations that enhance performance in Downhill events, highlighting Michelin’s commitment to innovation in competitive sports.
The partnership between Michelin and the WHOOP UCI Mountain Bike World Series reflects the UCI’s mission to make cycling one of the most sustainable sports. Michelin has embraced a sustainable approach that balances human, environmental, and economic priorities. Cycling is seen as a key contributor to this balance, offering an eco-friendly and affordable mode of transport that promotes health and well-being. WBD Sports, the event promoter, recently achieved the ISO20121 certification for sustainable event management. By unifying all major mountain bike formats under the UCI Mountain Bike World Series, the partnership between WBD Sports and the UCI has expanded the reach of the sport to more fans than ever before.
The WHOOP UCI Mountain Bike World Series kicks off with the UCI Cross-country World Cup in Mairiporã, Brazil on 12 April. The collaboration between Michelin and the World Series is expected to bring significant benefits to both parties, with Michelin bringing its expertise in tire technology to the mountain biking world. This partnership aligns with both organizations’ focus on sustainability and innovation in sports, aiming to enhance the performance of riders and develop longer-lasting MTB tires. With Michelin’s heritage in cycling and commitment to excellence, the brand is poised to make a significant impact on the mountain biking community.
Overall, the partnership between Michelin and the WHOOP UCI Mountain Bike World Series represents a significant step in the world of mountain biking, with two industry leaders joining forces to drive innovation and sustainability in the sport. Through this collaboration, both organizations aim to elevate the performance of riders and enhance the overall experience for fans. With Michelin’s expertise in tire technology and the World Series’ global reach, the future looks promising for the mountain biking community, as they continue to push boundaries and set new standards for excellence in the sport.
