Michigan athletics partners with Peloton, including for NIL campaign
Michigan Wolverines athletics announced Tuesday afternoon a partnership with exercise equipment and media company Peloton. The partnership was negotiated by LEARFIELD and its Michigan Sports Properties. Peloton is now designated as the official “connected fitness partner of University of Michigan athletics,” according to an athletic department press release.
“The innovative collaboration will bring a first-of-their kind co-branded Peloton Bikes to the football sidelines to replace the aerobic bikes currently used by players at the Big House,” the release said. “Co-branded Peloton Bikes will also be utilized in various Michigan Athletics training facilities (not available for purchase).
“Peloton will support University of Michigan football, basketball, hockey, and Olympic Sports teams and fans with fitness instruction, co-branded content, and in-venue activations. Michigan Football Cinematic Game Recaps on MGoBlue.com and social platforms will be powered by Peloton. Additionally, Peloton will sponsor ‘The Maize Rage,’ the student cheering section at Michigan men’s and women’s basketball games.”
Additionally, and perhaps most notably, Peloton will also integrate U-M student-athletes as influencers in an “expanded name, image and likeness campaign to better reach students, alumni, and fans to build brand awareness, drive participation in promotional activities, and inspire them to pursue their fitness ambitions.”
“We’re pleased to partner with Peloton as its first collegiate activation,” Michigan athletic director Warde Manuel said in a statement. “We look forward to collaborating with Peloton and LEARFIELD on projects ranging from beneficial opportunities for our student-athletes to enhanced membership possibilities and content for the entire U-M community.”
“Peloton is excited to be an official partner of University of Michigan Athletics,”Dion Camp Sanders, Chief Emerging Business Officer at Peloton, said. “Exercise, fitness, and sports are such an important part of the college experience and the physical and mental health of students. We’re proud to be a part of their journey and to bring amazing access and experiences to students and alumni.”
Michigan students will receive a discount for Peloton’s App One tier ($6.99/month) among other perks.
“We are thrilled to deliver this first-of-its kind partnership that brings together two incredibly passionate and loyal audiences – our dedicated Michigan fans and the devoted Peloton community,”Jennifer Cadicamo, Vice President and General Manager of Michigan Sports Properties, said in a statement. “We look forward to working with the leader in connected fitness to connect Peloton to Michigan students, alumni and fans.”
