Warner Bros. Discovery Sports (WBD Sports) and metaverse services provider Infinite Reality have entered into a multi-year agreement that will deliver new immersive and interactive metaverse experiences to sports fans.The scope of what’s on offer – described as “new avenues for sports communities, athletes and brands to interact with each other within unique virtual environments” – can be experienced and previewed for the first time at the UCI Track Champions League.

The deal – which confirms Infinite Reality as the exclusive metaverse partner of WBD Sports – is expected to increase user engagement and bring in new audiences with fans being able to interact with athletes, retail outlets and brands. It is the first time WBD Sports has worked with Web3 technology on a European sports property.“Our 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.