Whoop will receive prominent branding on-site at all 15 Whoop UCI Mountain Bike World Series events this season. (WBD imagery)

Whoop, the US-based wearable fitness tech brand, has expanded its deal with cycling’s UCI global governing body based around the Mountain Bike World Series.

After an initial tie-up between the two parties last May, covering the inaugural edition of that competition, Whoop’s partnership with the series has now been expanded, and it has become the title sponsor for the next three seasons.

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The initial tie-up between Whoop and the UCI focused on Whoop providing wearable devices to participants and using them to collect biometric data which it provided to the UCI. In the second year of the overall partnership, the data offered will be more in-depth.

Now, in addition to this, Whoop will receive prominent branding on-site at all 15 Whoop UCI Mountain Bike World Series during the coming season, which begins on April 12 in Brazil.

The data will continue to be key for coverage of the series on Warner Bros. Discovery’s (WBD) various platforms, that media heavyweight has said.

The UCI Mountain Bike World Series made its debut last year, as the new home of the UCI's various Mountain Bike World Cup competitions.

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The Mountain Bike World Series brings together the cross-country Olympic, cross-country short track, cross-country marathon, downhill, enduro, and e-enduro disciplines.

In 2022, WBD extended and expanded its existing deal with the UCI to cover the promotion and coverage of Mountain Bike World Cup events, ending up with the launch of the World Series.

Chris Ball, vice president of cycling events at WBD Sports Europe, has said: “We are excited to welcome back Whoop in a new, larger role as the title sponsor of the now-called Whoop UCI Mountain Bike World Series to aid our ongoing mission to support the continued growth of the discipline amongst new fans and to propel mountain biking into a new era.”

Jeremy Powers, Whoop’s director of sports marketing, added: “We’re very excited to continue our work with the UCI, Warner Bros. Discovery Sports and the Mountain Bike World Series. Mountain bike is an incredible discipline of cycling that is accessible and fun for everyone. Whoop is a unique tool, that can be worn by anyone, including the best athletes in the world, to help them learn more about themselves so they can be their best on and off their bikes.”

Whoop has previously partnered with the UCI for the Track Champions League, and in addition, had a similar deal with Warner Bros. Discovery Sports for the 2022 Giro d’Italia via which the data was made available for broadcasts.

The wearable tech brand has also had a partnership in place with the WTA, the organizer of the top women’s tennis tour.