The world of cycling is about to be revolutionized with the launch of the first-ever immersive UCI Track Champions League metaverse experience. Through a ground-breaking partnership between Infinite Reality (iR) and the events division of Warner Bros. Discovery Sports Europe, cycling fans will have access to a virtual world that will allow them to engage with each other, interact with the riders, and experience the sport in a completely new way. This metaverse experience utilizes Web3 technology to bring a plethora of on-demand content to fans worldwide and will serve as an innovative way for both new and existing audiences to deepen their understanding of track cycling and its athletes.
Following a successful metaverse preview and extensive development of the platform since the end of the 2022 season, the full metaverse experience will be accessible for fans starting from Friday 10 November, leading up to the two final rounds of the UCI Track Champions League in London, UK. Fans will also have the unique opportunity to engage with the best track cycling stars, as former UCI World Champion Matthew Richardson and reigning Olympic Champion Kelsey Mitchell will participate in live meet and greet sessions, allowing fans to discuss their recent performances face-to-face, in real-time, from anywhere in the world.
The metaverse experience is set within a virtual velodrome and purpose-built event village, providing fans with a host of immersive features to explore. These features include public and private lounges that allow fans who are unable to attend the velodromes in person to meet and interact with each other during races. The live broadcast will also feature biometric rider race data, showcasing metrics such as heart rate, cadence, and watts to demonstrate the intense physical output of the riders. Additionally, fans can catch up with on-demand race highlights and exclusive content, including the official docuseries “Back On Track” and learn about the history of track cycling. The customisable camera stream will allow fans to be their own director and choose from up to eight live camera feeds during race evenings, including a dedicated feed that connects fans with an exclusive metaverse reporter for behind-the-scenes content and exclusive interviews.
This new metaverse experience aligns with the growing trend of fans seeking deeper connections with their sports, as well as the increasing use of technology in sports consumption. The UCI Track Champions League metaverse experience supplements the live television and streaming race experience, with coverage distributed globally through discovery+, Eurosport, GCN+, and several sublicense partners. It aims to provide new fan engagement opportunities and support the continued growth of track cycling.
The UCI Track Champions League metaverse experience is accessible via iOS smartphone or tablet, with Android and desktop versions coming soon. Fans can take part by downloading the UCI Track Champions League-Verse from the Apple App Store and completing a simple free registration process. The live meet and greet sessions with Matthew Richardson and Kelsey Mitchell will take place during Round 4 and 5 from London, providing fans with unprecedented access to their favorite track cycling stars.
Warner Bros. Discovery Sports Europe represents a portfolio of sports brands, channels, and platforms in Europe that collectively reach 130 million people every month. It includes brands such as Eurosport, Global Cycling Network (GCN), Global Mountain Bike Network (GMBN), and Golf Digest, as well as sports programming and content on discovery+ and Warner Bros. Discovery’s free-to-air TV networks. The UCI Track Champions League is part of its rich sporting portfolio, which also features events management and promotion division, Warner Bros. Discovery Sports Events.
The Union Cycliste Internationale (UCI), founded in 1900 in Paris, is the worldwide governing body for cycling, managing and promoting ten cycling disciplines. With five of these disciplines featured on the Olympic Games program, the UCI aims to develop and oversee cycling in all its forms, from competitive sport to healthy recreational activity and a means of transport.
Infinite Reality, Inc. is a Metaverse innovation and entertainment company that helps clients develop immersive Metaverse experiences, allowing brands and creators to fully control the ways in which they distribute content, engage audiences, and communicate with their communities. With its deep expertise in Hollywood production, Infinite Reality develops Metaverse experiences that maximize the value between brands and audiences and redefine the possibilities in connected digital environments.
The launch of the UCI Track Champions League metaverse experience represents a significant milestone in the sports industry, offering fans a new, interactive, and deeply immersive environment. It solidifies Infinite Reality as pioneers in the sports industry and paves the way for an unparalleled experience that fans can access anywhere from their mobile devices. This new metaverse experience is expected to take the sport of track cycling into the future and support its continued growth.
In conclusion, the UCI Track Champions League metaverse experience represents a groundbreaking leap forward in fan engagement and the future of sports consumption. Through innovative use of Web3 technology, this new metaverse experience will provide cycling fans with an unprecedented level of access and interaction with the sport and its athletes, creating a truly immersive and engaging experience. With support from Warner Bros. Discovery Sports Europe and Infinite Reality, the UCI Track Champions League is leading the way in embracing new technologies and providing fans with a unique and multi-faceted experience that combines live racing action with an immersive virtual world.