• Press Release



  • Warner Bros. Discovery (WBD) partners with WHOOP as the headline sponsor for its global cycling coverage on all platforms including Max (USA), discovery+ and Eurosport (Europe) 
  • WHOOP will be WBD’s presenting partner for the world’s biggest cycling races, covering an unmatched 1,000 live events, including the Giro d’Italia and Tour de France 
  • New agreement continues the investment of WHOOP in world-class live cycling and follows its title sponsorship of the WHOOP UCI Mountain Bike World Series 

Today WHOOP, the human performance company, is named as Warner Bros. Discovery’s (WBD) first official international partner for its cycling coverage. 

The WHOOP brand will be integrated within live world-class cycling coverage on Eurosport across 50 markets and in 20 languages as well as streaming on discovery+*, while also becoming the official launch partner of cycling on Max which offers a new premium, uninterrupted viewing experience for fans in USA.  

WHOOP will be prominently featured in various editorial, on-air and commercial elements throughout WBD’s cycling coverage, which includes more than 1,000 live races this season including all major men’s and women’s road, mountain bike, track, cyclocross and BMX events on the international cycling calendar. 

As the Home of Cycling, WBD will leverage the partnership to benefit from the highly innovative WHOOP technology and cutting-edge biometric data analysis to present live insights from riders competing at major races including the Giro d’Italia, the Tour de France and the WHOOP UCI Mountain Bike World Series. The WHOOP performance metrics will support WBD’s commentary teams while elevating storytelling during live race coverage and studio analysis shows such as The Breakaway in the UK and the US and Velo Club in Germany. 

WHOOP key performance data such as rider heartrate and Strain will be presented in real time for fans to better connect with the athletes competing by demonstrating the marvel and magnitude of elite level performance in action.  

"Partnering with Warner Bros. Discovery is an exciting moment for WHOOP to amplify our mission of unlocking human performance across cycling, a sport we're deeply passionate about," said Jeremy Powers, Director of Sports Marketing at WHOOP. "Between the Grand Tours and Mountain Bike World Series, these athletes push the limits everyday of what's possible when we reach our potential. With WHOOP Live data, we hope to offer a deeper view into exactly what the athletes are facing and enhance the viewer experience by offering real-time insights into the remarkable efforts of cyclists and what it means to be an elite athlete." 

Scott Young, Group SVP, Content, Production and Business Operations, WBD Sports Europe, said: “Our commitment to cycling coverage provides fans with the most expansive and immersive live content offer anywhere and no other broadcaster can unlock the power of this incredible sport at the same scale as we do. Innovation is at the heart of how we bring the stories from the world’s greatest races and riders to fans all around the world and underpinning this are the formidable collaborations we possess with pioneering partners such as WHOOP. 

“We’re excited to be working with WHOOP harnessing its ground-breaking technology to further elevate our coverage and content, diving much deeper into what it takes to become an elite athlete. Simultaneously, I’m pleased that we can scale brand visibility and awareness of WHOOP for millions of cycling fans around the world to support its continued growth in this space.”  

WBD and WHOOP’s partnership comes after it was announced as the title sponsor for the WHOOP UCI Mountain Bike World Series earlier this year. This latest affiliation continues the WHOOP investment in professional cycling after previously bringing its advanced health and fitness monitoring to the UCI Track Champions League and unlocking the power of a cutting-edge data-driven approach to optimise cycling performance and recovery.   

WHOOP is currently offering a one-month free trial to help everyone start their journey. To learn more about WHOOP please visit 


Live cycling on Max is currently available in USA. 

From Spring 2024, Max will initially launch in 24 European countries that currently offer HBO Max, integrating Eurosport content and replacing discovery+ or the Eurosport App. 

Live cycling on discovery+ is currently available in Austria, Denmark, Finland, Germany, Italy, the Netherlands, Sweden, Norway, the United Kingdom and Ireland. 

Media Contacts: 

Dan Stead 

Senior Communications Manager, WBD Sports Europe 


Pippa Doyle 

Senior Manager, Global PR 

+1 83 899 9976 

About Warner Bros. Discovery Sports 

Warner Bros. Discovery (WBD) Sports Europe represents WBD’s portfolio of sports brands, channels, and platforms in Europe. It collectively reaches 130 million people every month, engaging fans and broad audiences in more than 200 markets and in 20 languages across all platforms where consumers are spending time: free-to-air TV, pay-TV, streaming, online and social. WBD Sports Europe includes the much-loved consumer brands Eurosport, Global Cycling Network (GCN), Global Mountain Bike Network (GMBN), Golf Digest and TNT Sports in the UK and Ireland, as well sports programming and content on WBD’s free-to-air TV networks and streaming on discovery+ and Max from Spring 2024 in an initial 22 markets. They connect audiences with the greatest sporting events in the world. This includes being the Home of the Olympics Games in Europe; tennis’ Grand Slams; cycling’s Grand Tours, more than 300 days of live cycling per year, the UCI Track Champions League, the UCI Mountain Bike World Series; the PGA TOUR year-round in some markets; The Ocean Race; the Snooker World Tour; the ABB FIA Formula E World Championship; the FIM Speedway GP, Speedway of Nations and Speedway World Cup; and every major winter sports World Championship and World Cup event. WBD Sports Europe completes a full 360° offer with its Events management and promotion division, which oversees 35+ events across four global championships each year and has achieved the ISO20121 certification for sustainability of event management practices. 


About WHOOP 

WHOOP, the human performance company, offers a wearable health and fitness coach to help people achieve their goals. The WHOOP membership provides best-in-class wearable technology, actionable feedback, and recommendations across recovery, sleep, training, and health. WHOOP serves professional athletes, Fortune 500 CEOs, executives, fitness enthusiasts, military personnel, frontline workers, and anyone looking to improve their performance. WHOOP Unite is a comprehensive solution dedicated to supporting organizations across a wide range of industries with coaching, organizational insights, and health programs. Studies show WHOOP can positively change behavior, increase sleep, and improve physiological biomarkers. Founded in 2012, WHOOP is based in Boston and has raised more than $400 million in venture capital. The latest round of financing made WHOOP the world's most valuable standalone wearables company. Visit for more information and connect with WHOOP on Instagram, Twitter, Facebook, LinkedIn, and YouTube.