The English Premier League outfit, Liverpool FC (LFC) have announced a multi-year partnership with an American exercise equipment and media company, Peloton.
Following this new deal, the brand has been labelled as the digital fitness partner of Liverpool.
The emphasis will be on improving LFC and Peloton communities’ overall experience by introducing supporters to Peloton’s top-notch programming, which can be accessed whenever, wherever, and no matter where someone is in their fitness journey. This includes both the club’s men’s and women’s teams.
Along with creating amazing experiences for Reds supporters and Peloton Members, Liverpool FC and Peloton will collaborate to offer exclusive LFC content on the Peloton platform.
Additionally, Peloton has established itself at the AXA Training Centre and the current preseason training camp in Germany for the men’s team. The Peloton Bike, Tread, and accessories are now available in these premier locations to enhance player development and the general health and well-being of the team. Peloton will soon be present at the LFC Women’s facilities in Melwood as well.
LFC and Peloton have created a special launch video, which was filmed at the AXA Training Centre, to commemorate the collaboration. It shows several LFC backroom staff members using Peloton products on a regular basis, including canteen and administrative personnel as well as one of the club’s kitmen.
Ben Latty, Commercial Director, 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.”
Charles Quartey, Senior Director of International Marketing for Peloton, 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.”
Sir Jim Ratcliffe’s Manchester United national stadium plan backed
A vision for a new Manchester United ground that could double as a ‘Wembley of the North’ has been welcomed by council chiefs.
Sir Jim Ratcliffe, a co-owner of the club, has outlined his preference to replace Old Trafford with a ground that could be used as a national venue.
Trafford Council welcomed the proposal as part of its plans to regenerate the wider Trafford Wharf area.
But councillor Liz Patel said it would be up the club to fund a new stadium.
The club’s plans are a key element of Trafford Council’s Wharfside Development plans, which will go out to public consultation next week.
New stadium developments at Tottenham, Everton, and Manchester City have been highlighted by the council as good examples of how to regenerate an area and keep fans there for longer on match days.
Sir Jim told BBC sports editor Dan Roan that the 74,310-capacity Old Trafford had become “tired and in need of refurbishment”.
He said any plan to build a new stadium that could also be used as a national ground would require a “conversation” with the government about using taxpayer funds.
Ms Patel, who is leading the council’s redevelopment plans, said a ‘Wembley of the North’ proposal “would be wonderful”.
“That is great ambition from Jim Ratcliffe and these plans match that in terms of the setting and the future of the area,” she said.
A new stadium built on adjacent land could cost around £2bn.
Ms Patel said the council would look for investment for the Wharfside plans, and “saw a role” for the council in “leading, guiding and securing” the funding.
“How United get together the finances for their own stadium refurbishment would be separate,” she said.
At a meeting of the council’s executive on Monday night, Ms Patel earned cross-party support for the regeneration plans, which could take up to 20 years realise.
She said Trafford Council had worked with Manchester United’s planning team to design improvements in the area for fans as part of the masterplan.
“We want to create a much more family-friendly space where people want to stay longer and have processional routes so it’s a lot safer for fans arriving on foot from tram stops or walking out from the city centre – as sometimes happens in European matches.”
F1 Academy pens Tommy Hilfiger deal
The all-female F1 Academy series has agreed a partnership with global lifestyle brand Tommy Hilfiger.
- Tommy Hilfiger will sponsor the entry of Spanish driver Nerea Martí
- The brand will also design and provide all F1 Academy staff uniform
Tommy Hilfiger becomes the latest brand to support the upcoming season of F1 Academy, with Charlotte Tilbury and Puma already on board. There will be five designated partner liveries this season, in addition to each car supported by a Formula One team, which means there are two partnerships still to be announced.
This adds to Tommy Hilfiger’s existing partnership with the Mercedes Formula One team, first signed back in 2018, as well as its personal endorsement of Lewis Hamilton and, more recently, George Russell.
“Tommy Hilfiger is one of the most recognised global lifestyle brands, so it is a great honour to welcome them to F1 Academy as an official partner,” said Susie Wolff, managing director of F1 Academy.
“Tommy Hilfiger is fully invested in our mission to improve female representation in motorsport, and their global brand platform will appeal to those outside of the motorsport world and help us to reach new audiences.
“I would like to personally thank Tommy and his team for sharing our vision and supporting a talented young driver in Nerea Martí.”
The F1 Academy season gets underway in Jeddah, Saudi Arabia in support of Formula One’s Saudi Arabian Grand Prix from 7th to 9th March.
Nascar ‘in talks’ over Xfinity sponsorship extension
Xfinity has been title sponsor of Nascar’s second-tier series since 2015, with the ten-year deal worth roughly US$200 million.
However, with that contract concluding at the end of this season, there are no guarantees that Xfinity will continue as title sponsor.
When the contract was first agreed, it made sense for Comcast to promote its newly launched Xfinity brand through NBC Sports, also owned by Comcast, which had signed a ten-year broadcast partnership with Nascar.
This media rights deal comes to an end this year but, with the second-tier Xfinity Series being carved out to The CW Network for US$800 million, the synergy between the two Comcast-owned properties is lost.
“It’s a little too early for us to give a really good answer on [whether the Xfinity Series asset is a necessity for a contract renewal],” Matt Lederer, vice president for branded partnerships and activation at Comcast, told SBJ.
“But I would say that as we’ve learned the sport over the last ten years, we’ve learned the ecosystem of Nascar has a lot of tentacles and there’s a lot of ways to engage with the fanbase.
“The Xfinity Series for us has been the gold star across all those areas, but it’s a little too early to say what a new deal would look like.”
In 2021, Comcast upgraded its Xfinity sponsorship deal with Nascar, becoming a premier partner of the Cup Series alongside Busch Light, Coca-Cola, and Geico. The brand also has a team deal with 23XI Racing, co-owned by National Basketball Association (NBA) icon Michael Jordan and current Nascar driver Denny Hamlin.
Lederer continued: “We’ve both had a strong relationship over the last ten years and I’ve said it many times, it’s been an extremely beneficial partnership to our brand and business and a very valuable partnership for the business and brand of Nascar.
“And what I would say is we’re really confident and optimistic that Nascar is doing all the right things to capitalise on all the changes going on within the racing industry as a whole, and we appreciate the changes that have been made over the last few years and the direction of the team and [Nascar President] Steve [Phelps] to further engage fans, find new fans – that’s fantastic and we share that optimistic view.
“Right now, we’re engaged with Nascar to explore what a potential continued relationship could look like across the sport as a whole.”
Nascar’s second-tier series moving to The CW Network will give Comcast pause for thought when considering this contract extension.
The CW is a largely unproven network when it comes to sports broadcasting, but its majority owner Nexstar has started to build a small rights portfolio, including LIV Golf and a package of 50 college football and basketball games from the Atlantic Coast Conference (ACC).
Whether this will be enough to convince Comcast to stick with its current arrangement or look for a restructured sponsorship deal remains to be seen.
With shifting consumer needs, the company could pivot towards its Xfinity Mobile brand, which was the primary sponsor on the 23XI Racing car of Tyler Reddick at Nascar’s last race at Atlanta Motor Speedway.
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