Warner Bros. Discovery Sports teams up with Infinite Reality to create metaverse experiences

Sports network Warner Bros. Discovery Sports (WBD Sports) have partnered with Web3 company Infinite Reality, to provide new digital experiences for sports fans empowered by metaverse technologies.

The two companies will work together and launch new venues for sports communities, athletes and brands to interact with each other within unique virtual environments, specifically developed around upcoming Discovery Sports Events properties, WBD Sports said in an October 26 statement. 

As a first step, Discovery Sports Events and Infinite Reality will preview a unique metaverse experience during the upcoming UCI Track Champions League, a new track cycling series launched last year.

With this multi-year agreement, Infinite Reality has now become Discovery Sports Events’ exclusive metaverse partner.

The partnership marks the first time WBD Sports has made use of the potential of Web3 technology for its sports properties in Europe. 

The company said its commitment to bringing the latest innovations in entertainment to sports presents partners with cutting-edge fan engagement opportunities, as well as the potential for new growth potential that will contribute to the continued development of each sport and event.

François Ribeiro, head of Discovery Sports Events, said: “We see the preview during the UCI Track Champions League as an outstanding opportunity to open new avenues for storytelling and fan engagement, providing key learnings as we look to extend our partnership to other assets of Discovery Sports Events’ portfolio.” 

John Acunto, chief executive of Infinite Reality, said: “Infinite Reality is thrilled to partner with and provide the metaverse power for such a dynamic, world-class company. This is just the beginning of connecting amazing content with their audiences in unique and immersive ways.”

Fans can watch every round of the second season of the UCI Track Champions League on Warner Bros. Discovery Sports’ platforms, including discovery+, Eurosport and GCN+. Round one begins November 12 in Spain’s Mallorca.