Factual channel giant Discovery has invested an unspecified amount in cycling outfit Enduro Sports Organisation Ltd, the owner and operator of the UCI recognised Enduro World Series (EWS) and EWS-E, the mountain bike and electric mountain bike championships.
The move will see Discovery’s Play Sports Group, its cycling media company and community that claims to engage with more than 40 million cycling fans and riders globally, lead the expansion of Enduro World Series events through the creation of new live and on demand content, as well as other commercial and event initiatives, according to the company.
In a move that Discovery says will further strengthen its Home of Cycling offering across Play Sports Group and Eurosport, Discovery and Play Sports Group will help provide EWS with the capability to expand the global reach of its events and live racing, for example through Global Cycling Network (GCN). Play Sports Group will also harness its cycling and broader commercial expertise in the sport to drive new commercial partnerships and support the continued expansion of EWS.
The Enduro World Series counts more than 20,000 racers, 30 pro teams and 80 races in 25 countries.
Discovery and Play Sports Group’s cycling portfolio of content features more than 200 professional events across road, track, BMX, cyclocross, mountain bike, as well as all cycling disciplines the Olympic Games. In the US, GCN’s live cycling coverage features mountain bike, cyclocross and road races including the Giro d’Italia.
Andrew Georgiou, president, Eurosport and Global Sports Rights and Sports Marketing Services, said: “Discovery and its leading sports media brands have long been the Home of Cycling. Our investment in EWS fits nicely with that positioning and adds to our growing events business. EWS will be able to tap into Discovery’s global network and 360° offer that can help grow a sport both commercially and in terms of audience. We’re looking forward to bringing our commercial expertise, technology and distribution networks to scale the EWS product further.”
Chris Ball, managing director at Enduro Sports Organisation, said: “I’m incredibly proud to announce this new step for the Enduro World Series and our company and staff team. Together, and with the full backing of Discovery, we will build a platform to bring the athletes, teams, destinations, technology and drama to fans around the world using the very latest of innovations in broadcast. It’s been an incredible journey to this point and I thank the riders, fans, teams and partners for the support to this day – but this is just the beginning.”
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