For years, Monster Energy have sponsored some of the biggest names in MTB, and now, they’re title sponsor of the Monster Energy x WHOOP UCI Mountain Bike World Series.
In February 2024, Warner Brothers Discovery announced WHOOP as the title sponsor of the UCI Mountain Bike World Cup, prompting the question “what’s a WHOOP?” Fast forward a couple of years and in comes energy drinks giants Monster Energy.
There’s little similarities between WHOOP and Monster, the latter being well-known for backing Post Malone and Rob “Gronk” Gronkowski to the late Ken Block. In the MTB World, they count on the likes of Steve Peat, Danny Hart, Loris Vergier, Amaury Pierron and Marine Cabirou.
What this means in practical terms for coverage or for riders is yet to be seen.
