Peloton has introduced a multi-year partnership with Liverpool Football Club (LFC) kicking off in the pre-season for 2023-24, making Peloton the club’s first digital fitness partner.
Partnering with both LFC’s men’s and women’s teams, the collaboration aims to introduce the exercise brand’s content to millions of consumers, including dedicated LFC fans.
Through the partnership, Peloton and LFC will provide exclusive LBC content solely available on the digital fitness platform, such as matchday experiences and more, to Peloton members and Liverpool fans.
In promotion of the partnership, LFC has produced a launch video featuring LFC staff and filmed at the AXA training Centre.
In addition, the exercise brand which already has a significant presence at Liverpool’s world-class facility, the AXA training centre, and at LFC’s pre-season training camp in Germany, featuring the Peloton bike, tread, and various accessories, aims to establish a presence at LFC’s women’s facility at Melwood.
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The announcement coincides with the exercise company’s recent brand relaunch, with featured a vibrant new brand identity, campaign and new membership tiers for the Peloton app.
“Peloton delivers an unparalleled fitness experience with thousands of classes across different fitness disciplines, expert instruction, and great music. The collaboration with Liverpool FC gives us an opportunity to introduce more people to the range of content we offer,” said senior director of international marketing, Charles Quartey.
Liverpool FC commercial director Ben Latty described the partnership as “truly unique”, adding that and it’s “incredibly exciting to think about how we are going to grow and develop this meaningful relationship”.
“Both brands recognise the vital importance of communities, and how we look after our communities is a central part of our sustainability programme, The Red Way,” he concluded, pointing out that the fitness app has built up a nearly seven million strong community since launching ten years ago.
The recent announcement follows significant cost reductions and a substantial product recall in the first half of this year, which affected over 2 million of the bikes.
