Warner Bros. and Infinite Reality Launch Metaverse Experiences for Live Sports Fans | Sports management

Warner Bros. and Infinite Reality Launch Metaverse Experiences for Live Sports Fans |  Sports management

By Frances Marcellin 07 Nov 2022

Sports fans will be immersed in cycling events as they happen using the technology of the metaverse / Warner Bros. Discovery Sports/Infinite Reality

Warner Bros. Discovery Sports and Infinite Reality have signed a multi-year deal

The deal will see new interactive and immersive experiences created for sports fans in the metaverse

A preview of the offer will take place during the UCI Track Champions League, starting November 12 in Mallorca

Web3-focused partnership aims to increase audience engagement and participation across Warner Bros. Discovery Sports live sports portfolio

Warner Bros. Discovery Sports (WBD Sports) and metaverse service provider Infinite Reality have entered into a multi-year agreement that will bring new immersive and interactive metaverse experiences to sports fans.

The scale of what is on offer – described as “new avenues for sports communities, athletes and brands to interact with each other within unique virtual environments” – can be experienced and previewed for the first time at the UCI Track Champions League .

The deal — which confirms Infinite Reality as WBD Sports’ exclusive metaverse partner — is expected to boost user engagement and attract new audiences with fans able to interact with athletes, outlets, and brands. It is the first time that WBD Sports has worked with Web3 technology on a European sports property.

“Our partnership with Infinite Reality outlines how we intend to embrace the latest innovations and opportunities to deepen the connections between our audience, property series and brand partners to uncover possibilities for new growth areas around diverse sports properties.” , said François Ribeiro, Head of Discovery Sporting Events.

“We are excited about the potential to engage new audiences around live sport in different ways, extending the experience beyond the live environment and into even more places where people interact and hang out.

“Over the coming years, as we break new ground in metaverse experiences around live sporting events, we will aim to enable fans to engage with sports in new and exciting ways. We view 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 across the Discovery Sports Events portfolio.”

The debut experience at the UCI Track Champions League, a new series launched last year to elevate track cycling as a spectator experience, will give a taste of what is to come from future Discovery Sports Events properties.

John Acunto, CEO of Infinite Reality, said: “This is the beginning of connecting amazing content with audiences in unique and engaging ways. We look forward to seeing the excitement of fans as they engage with the UCI Track Champions League, bringing them closer to the sport they love in a revolutionary new way.”

The UCI Track Champions League can be viewed on WBD Sports platforms including discovery+, Eurosport and GCN+. The first round begins on November 12 in Mallorca.


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