Iconic Japanese bicycle components manufacturer signs four-year deal as the Official Drivetrain & Electric Drive Unit Components partner
Warner Bros. Discovery (WBD) Sports Europe and SHIMANO are proud to confirm a four-year partnership agreement for the WHOOP UCI Mountain Bike World Series.
The Japanese manufacturer becomes a main partner of the WHOOP UCI Mountain Bike World Series and is the Official Drivetrain & Electric Drive Unit Components partner.
The partnership builds on a strong legacy that both WBD Sports and Shimano share within the WHOOP UCI Mountain Bike World Series. Shimano’s strong relationship with the UCI goes back more than 25 years, and this new partnership will build on this foundation, with both WBD Sports and Shimano eager to explore exciting new opportunities.
The partnership means that Shimano will be involved at every round of the 2025 WHOOP UCI Mountain Bike World Series, providing technical support and assistance to all athletes and ensuring that everyone is ready to take to the start line or start hut – from the opening Brazilian Cross-country double header in Araxá, Minas Gerais, through to the season finale in Mont-Sainte-Anne, Canada.
Chris Ball, Vice President of Cycling Events at WBD Sports, said: “Shimano is synonymous with quality and reliability, and has been at the forefront of mountain bike drivetrain and electric drive unit component development for decades.
“Already a mainstay in the WHOOP UCI Mountain Bike World Series, the new four-year partnership enables WBD Sports and Shimano to build on our historic success and develop new, innovative ways of working together and supporting athletes and teams at every round of the series.”
Yuzo Shimano, Senior Executive Officer, Vice President, Bicycle Marketing Department and Planning Department at Shimano, said: “We are proud to be part of this ground-breaking technical partnership with WBD Sports and the WHOOP UCI Mountain Bike World Series. Shimano wants to support mountain biking racing at all levels, while we continuously innovate alongside these fantastic athletes taking part in the series.
“By providing our technical expertise at every round, we are ensuring that all athletes have access to the captivating products and reliability that has defined Shimano for generations.”
For over 100 years, Shimano has been committed to crafting industry-leading cycling components and accessories. A key focus of their efforts is a system engineering approach, where products are designed to work together seamlessly for the ultimate on-bike experience. Founded in 1921, Shimano now operates offices and factories worldwide.
