Peloton, the NBA and WNBA Announce New Multi-Year Partnership

Peloton, the National Basketball Association (NBA) and the Women’s National Basketball Association (WNBA) announce a multi-year partnership, naming Peloton an official fitness partner of the NBA and WNBA. The collaboration will make NBA League Pass, the league’s premium live game subscription service, available to stream across compatible Peloton devices in the fitness platform’s new Entertainment hub, which will launch during the 2023-24 NBA season – a first-of-its kind Peloton offering.

The partnership will see these brands working together to leverage their expertise in fitness, lifestyle and sport to create special access, offers and experiences for Peloton Members and fans. As such, Peloton will develop NBA- and WNBA-themed classes across the brand’s fitness modalities throughout each league’s respective seasons. The WNBA and Peloton will work together on WNBA focused initiatives as the league approaches its 2024 season, which will be announced at a later date.

“Peloton Members are NBA and WNBA fans, and this collaboration is going to bring amazing content and experiences to them and all fans of both leagues,” says Leslie Berland, Chief Marketing Officer of Peloton. “We have a shared goal to inspire and connect people through fitness, sport and community — we’re excited to join forces and achieve exactly that.”

“Peloton is the ideal partner to tip off the launch of NBA Fitness, our new platform to engage our fans’ affinity for health and wellness,” says Scott Kaufman-Ross, Senior Vice President, Head of Gaming & New Business Ventures, NBA. “We look forward to leveraging Peloton’s leadership in the space as we create co-branded fitness classes with both the NBA and WNBA, bring original content to the NBA App and make NBA League Pass available on Peloton devices.”

For the first time ever, fans will have the ability to stream live and on-demand games with the upcoming integration of NBA League Pass into the new Entertainment section on compatible tablets on Peloton’s suite of connected fitness hardware, including the brand’s Bike/Bike+, Tread/Tread+ and Row. Peloton Members with an NBA League Pass subscription package will have access to live and on-demand NBA games and content while working out. The NBA League Pass integration will take effect during the 2023-24 NBA season, with updates regarding its launch timing to be shared across Peloton and NBA social channels in the coming weeks.

Additionally, Peloton will introduce custom content through “NBA Fitness,” a new digital content initiative within the NBA App. The “NBA Fitness” initiative will bring premier content to the NBA App covering a range of health and fitness topics, leveraging the league’s vast network of trainers, coaches, and other experts in the area of health and fitness. The hub will include tips and programs from experts in strength and conditioning, basketball skills, recovery, nutrition and mental wellness.

The collaboration builds upon the Peloton NBA Finals Full Body Strength and Two for One Cycling classes, hosted in June. Throughout the course of the upcoming NBA season, Peloton will create unique fitness content and custom co-branded programming for Peloton Members and NBA fans.