Liverpool FC announce Peloton deal

English professional football club Liverpool FC (LFC) and New York-based fitness company Peloton have agreed to a multi-year partnership deal, making the latter the first-ever digital fitness partner of the former.

Inclusive of both the Liverpool men’s and women’s teams, the focus of this partnership will be on enhancing the experience for the LFC and Peloton communities by introducing the club’s supporters to Peloton’s world-class content, which can be experienced anytime, anywhere and wherever people are on their fitness journey.

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Liverpool FC and Peloton will also team up to provide exclusive LFC content on the Peloton platform and create unforgettable experiences for Reds fans and Peloton Members.

In addition, Peloton will have presence at the AXA Training Centre and at the Liverpool men’s team’s current pre-season training camp in Germany. The Peloton bike, tread, and other accessories will be installed in these sites to support player training and overall team fitness and well-being. Soon, Peloton will also have a presence at the LFC Women facility at Melwood.

To celebrate the partnership, LFC and Peloton have produced an exclusive launch video filmed at the AXA Training Centre. It features several LFC backroom staff — including canteen and admin workers and one of the club’s kitmen — enjoying the everyday use of Peloton products. 

This unique announcement follows Peloton’s recent brand relaunch, featuring a vibrant new brand identity and campaign as well as new Membership tiers for the Peloton App, including a completely free tier (Peloton App Free).

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Commenting on the partnership, Ben Latty, Commercial Director at Liverpool FC, said: 

“We are delighted to welcome Peloton to the Liverpool FC family. This is a truly unique partnership and we’re excited about growing and activating this meaningful relationship to benefit both LFC and Peloton communities.

“Both LFC and Peloton recognise the vital importance of 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 10 years ago.

“It’s particularly pleasing that we’ve been able to put our own staff, those who work so hard behind the scenes, front and centre in the video to mark this incredible new partnership.

“Together we will provide Liverpool FC fans and Peloton Members with the best exclusive LFC content possible and remarkable and memorable one-of-a-kind experiences.“

Additionally, Senior Director of International Marketing for Peloton, Charles Quartey, said: 

“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. 

“Peloton and Liverpool Football Club share a strong sense of community and together we can better connect fans and local communities with world-class fitness content that can be experienced anywhere, anytime.“

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