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Peloton, NBA Partner for Fitness & Sports Content

Peloton, NBA Partner for Fitness & Sports Content

From the soccer pitch to the court, Peloton has made yet another sports play to increase its brand awareness

Peloton has inked a multi-year partnership with the NBA and WNBA, promising fitness content, co-branded programming and ushering in the upcoming integration of NBA League Pass to Peloton’s connected fitness hardware.

With plans to launch during the NBA season, the premium live game subscription service will allow Peloton’s basketball fans to get in a workout while streaming live and on-demand games via Peloton’s new Entertainment hub on compatible devices.

Now an official fitness partner of the NBA and WNBA, Peloton members can expect exclusive access, offers and experiences, including Peloton-created NBA and WNBA-themed classes. Special WNBA-focused initiatives are planned for the 2024 season, which will be announced at a later date.

credit: NBA/Peloton

“Peloton members are NBA and WNBA fans, and this collaboration is going to bring amazing content and experiences to them and all fans of both leagues,” said Leslie Berland, chief marketing officer of Peloton. “We have a shared goal to inspire and connect people through fitness, sport and community — we’re excited to join forces and achieve exactly that.”

Peloton will also have a presence on NBA Fitness, a new digital content push on the NBA app, providing custom health and fitness content with an expert touch. Users will find tips and programs on basketball skills, strength and conditioning, recovery, nutrition and mental wellness. 

Scott Kaufman-Ross, senior vice president and head of gaming and new business ventures at the NBA, commented that Peloton is the “ideal partner” to help launch NBA Fitness, designed to support health and wellness.

“We look forward to leveraging Peloton’s leadership in the space as we create co-branded fitness classes with both the NBA and WNBA, bring original content to the NBA App and make NBA League Pass available on Peloton devices,” Kaufman-Ross said.

Will Partnerships Put Peloton Back on Course?

Saddled with unexpected seat post recalls, declining subscriptions and a drop in revenue for Q4, Peloton’s recent major rebrand hasn’t gone as smoothly as desired. Still, the fitness company seems to have a bottomless toolbox of strategies, unveiling Peloton for Business, a new division devoted to its B2B growth plans.

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credit: Peloton

The latest deal with the NBA and WNBA follows Peloton’s current playbook, where the fitness company is aiming to accelerate growth internationally and domestically, through various partnerships. 

Peloton recently signed a five-year global strategic deal with Lululemon to create exclusive digital content for Lululemon Studio starting early next year and is continuing to chase younger fitness enthusiasts with its on-campus push centered on college sports.  

As it plots opportunities with NCAA Division 1 college sports programs, Peloton became the University of Michigan’s official connected fitness partner, bringing co-branded Peloton Bikes and supporting its teams with fitness instruction and co-branded content.  

Across the pond, Peloton teamed up with Liverpool FC to become the English Premier League club’s first digital fitness partner, creating exclusive LFC content and providing equipment for team training.

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