Warner Bros Discovery Sports Taps Infinite Reality to Create its First Metaverse Experience

The multi-year partnership will see both organizations launching a unique metaverse experience featuring international sports events.

Oct 28, 2022
by Akira Ming
Warner Bros Discovery Sports Taps Infinite Reality to Create its First Metaverse Experience
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Infinite Reality is building out Discovery Sports Events' first virtual world

Warner Bros Discovery Sports has announced a multi-year partnership with Infinite Reality to create a metaverse experience for audiences to engage with their favorite sports. 

According to the announcement, the exciting deal will see the duo launching new avenues for sports communities, athletes, and brands to interact in virtual environments, specifically developed around the upcoming Discovery Sports Events properties.

To kick off this initiative, Discovery Sports Events and Infinite Reality will preview a unique metaverse experience during the UCI Track Champions League Grand Finale in December. It is a series of racing competitions launched in 2021 featuring track cycling as a thrilling spectator experience for all. 

While this is not Warner Bros' first entry into Web3, it is the American mass media company's first foray into virtual sports ventures as the firm seeks to onboard sports fans into the metaverse. 

"Warner Bros Discovery Sports' partnership with Infinite Reality outlines how we plan to embrace the latest innovations and opportunities to deepen the connections between our audiences, owned series, and brand partners to discover possibilities for new growth areas around different sports properties," said François Ribeiro, Head of Discovery Sports Events. 

"Over the coming years, by breaking new ground in metaverse experiences around live sports events, we will empower fans to engage with sport in new and exciting ways. 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."

Commenting on the partnership, Infinite Reality CEO John Acunto said: "Infinite Reality is thrilled to partner with and provides 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. We can't wait to see the fans' excitement while engaging with UCI Track Champions League and bringing them closer to the sport they love in a totally new and revolutionary way."

If you think this is something not to be missed, make sure to catch the 2nd season of the UCI Track Champions League on Warner Bros Discovery Sports' platforms - discovery+, Eurosport, or GCN+. Round one begins on November 12th in Mallorca.

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