Warner Bro. Discovery Sports has announced a partnership with Infinite Reality to use Web3 technologies to create experiences to engage fans.

Specialising in metaverse engagements, Infinite Reality has created online worlds including Burning Man’s COVID-19 effected festival in 2020, and is now Discovery Sports Events’ exclusive metaverse partner.

The partnership will see the launch of new ways for sporting communities, athletes and brands to interact with each other in specifically developed virtual environments relating to upcoming Discovery Sports Events properties.

This collaboration will kick off at the 2022 UCI Track Champions League, where the organisations will preview a unique metaverse experience.

Commenting on the new partnership, head of Discovery Sports Events, Francois Ribeiro, said: “Warner Bros. Discovery Sports’ 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 sport properties.”

“We are excited by the potential to engage new audiences around live sport in different ways, extending the experience beyond the live environment and into even more places where people are interacting and spending time,” he said.

Infinite Reality CEO, John Acunto, added: “Infinite Reality is thrilled to partner with and provide the metaverse power for such a dynamic, world-class company.”

“This is just the beginning of connecting amazing content with their audiences in unique and immersive ways.

“We can’t wait to see the fans’ excitement while engaging with UCI Track Champions League and bringing them closer to the sport they love in a totally new and revolutionary way,” he said.

The announcement of this new partnership comes as many sporting organisations move into the metaverse, including FIFA, who recently announced the creation of a World Cup platform on Roblox.