Peloton takes Liverpool sponsorship for a spin

July 19 – Premier League Liverpool have agreed a multi-year partnership with Peloton, who become the club’s first digital fitness partner.

Peloton will provide exclusive Liverpool content on platform based on its anytime, anywhere and wherever people are on their fitness journey philosophy.

No term or value was given for the sponsorship.

Peloton will also have a presence at the AXA Training Centre with the Peloton Bike, Tread, and accessories on site to support player training and team fitness and wellbeing. Peloton will also have a presence at Women’s facility at Melwood.

The partnership was launched with a video filmed at the AXA Training Centre featuring a number of Liverpool backroom staff – including canteen and admin workers and one of the club’s kitmen.

Ben Latty, commercial director at Liverpool, said: “This is a truly unique partnership and we’re excited about growing and activating this meaningful relationship to benefit both LFC and Peloton communities… how we at LFC look after our communities is a central part of our sustainability programme, The Red Way. Similarly, Peloton has built up a nearly seven million strong passionate community since launching, just over ten years ago.”

Peloton recently relaunched its brand with a new identity and campaign as well as new Membership tiers for the Peloton App, including a free tier (Peloton App Free). This is its first move into sponsorship of professional sport.

“Peloton delivers an unparalleled fitness experience with thousands of classes across different fitness disciplines, expert instruction, and great music. The collaboration with Liverpool Football Club gives us an opportunity to introduce more people to the range of content Peloton offers,” said Charles Quartey, Senior Director of International Marketing for Peloton.

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