On April 16, Michelin recently reached an important partnership with the International Cycling Union (UCI). The cooperation will last from 2024 to 2028, focusing mainly on the WHOOP UCI Mountain Biking World Series. At this global sporting event, Michelin will not only vigorously showcase its brand image over 15 event weekends across three continents, but will also receive an exclusive track area named after Michelin, further enhancing the brand's international exposure.
Michelin has been involved in the bicycle field since 1891, when they revolutionized the invention of detachable bicycle tires, which has a history of more than 130 years. This company, which considers itself a leader in the field of mobility, has won widespread praise around the world for its excellence in quality, innovation and performance. Michelin has long been a partner in motorsports and has achieved remarkable success and continues to apply its professional technology to mountain biking.
According to the Carbon Black Industry Network, Michelin has provided a full range of tires developed using the latest technology for mountain biking. In the upcoming 2024 season, many UCI World Cup podium regulars will choose Michelin tires to compete, including star drivers such as Camille Balanche and Benoît Coulanges in downhill events, and Hugo Pigeon in electric-assisted endurance events. The choices of these players undoubtedly provide a strong endorsement for the performance and quality of Michelin tires.
Warner Bros. Discovery Sports, as the global promoter of the WHOOP UCI Mountain Bike World Series, expressed high expectations for this cooperation. Chris Ball, its vice president of European Cycling Events, said that working with Michelin, a partner with outstanding performance in the fields of sustainability and innovation, they will be confident to push mountain biking to unprecedented new heights and help Michelin attract the attention of more event enthusiasts around the world.
Edouard De Peufeilhoux, senior vice president of Michelin Group's two-round business lines, also has high hopes for this cooperation. He believes that this cooperation with the WHOOP UCI Mountain Bike World Series is an excellent opportunity to not only allow the world's top drivers to use Michelin tires in a variety of world-class events to compete for the highest honors, but also showcase Michelin's new MICHELIN
The excellent performance of DH Race Series downhill tires. At the same time, he also firmly believes that competitive sports are an important stage for technological innovation, and Michelin will take this opportunity to further develop mountain bike tires with stronger performance and longer service life.
