[Press Release] – April 28, 2021 – An exciting new era for mountain bike racing beckons as the Enduro World Series (EWS) and EWS-E join forces with Discovery, Inc and Play Sports Group to revolutionise coverage of the sport.
Discovery, Inc, home to Eurosport and Play Sports Group, now holds equity in Enduro Sports Organisation Ltd, the company that owns and operates EWS and EWS-E.
The commitment from Play Sports Group and Discovery, Inc will provide the existing EWS team with the backing they need to begin the journey towards live production for the first time in the history of the sport. Since the very first EWS race in 2013 fans have been pushing for more coverage and now this ambition can be realised, showcasing the sport’s incredible athletes, teams and destinations like never before.
Continuing his leadership of the organisation into this new era is Chris Ball, Managing Director of the Enduro Sports Organisation. He said: “I’m incredibly proud to announce this new step for the Enduro World Series and our company and staff team.
“The integrity of sport and staying true to the culture of mountain biking and mountain bike racing have always been central to our mission. From the very first meeting I had with our new partners at Play Sports Group, it was clear that we had a deep and shared passion for the sport and a vision for developing cutting edge and worldwide broadcast technologies.
“Together, and with the full backing of Discovery, Inc and Eurosport, we will build a platform to bring the athletes, teams, destinations, technology and drama to fans around the world using the very latest of innovations in broadcast. It’s been an incredible journey to this point and I thank the riders, fans, teams and partners for the support to this day – but this is just the beginning”.
Simon Wear, Founder and CEO of the Play Sports Group said: “This is one of those great moments you dream will happen one day. I’ve had the pleasure of getting to know Chris and the team over the last few years – what a team – I have long been a fan of the Enduro World Series and the inspiring racing that takes place all over the world. They represent and foster an incredible mountain bike community.
This deal represents the binding of a number of great businesses EWS, GMBN, the wider Play Sports Group and the far-reaching platform of Eurosport all powered by the remarkable machine of Discovery. I am so excited to see what we will do together.”
Andrew Georgiou, President, Eurosport and Global Sports Rights & Sports Marketing Services, said: “Discovery and its leading sports media brands have long been the Home of Cycling. Our investment in EWS fits nicely with that positioning and adds to our growing events business. EWS will be able to tap into Discovery’s global network and 360° offer that can help grow a sport both commercially and in terms of audience. We’re looking forward to bringing our commercial expertise, technology and distribution networks to scale the EWS product further.”