Discovery invests directly into Enduro World Series operator

Having only last week completed its buyout of the Play Sports Group, Discovery has also moved to invest directly into Enduro Sports Organisation Ltd, the owner and operator of the UCI approved Enduro World Series and electric bike equivalent.

The move directly involves the Play Sports Group, which will create new live and on demand content for a claimed 40 million fans, as well as developing further commercial elements.

The Enduro World Series has grown at a strong clip in recent years an now count 20,000 racers, 30 pro teams and 80 races on the calendar. These span 25 countries.

The investment sum is unspecified.

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.”

Chris Ball, Managing Director at Enduro Sports Organisation, said: “I’m incredibly proud to announce this new step for the Enduro World Series and our company and staff team. Together, and with the full backing of Discovery, 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 at 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.”