Liverpool FC net multi-year partnership with Peloton

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.”