Thursday December 7, 2023

Peloton To Bring Live Sports To Its Fitness Devices

  • Peloton will begin offering NBA League Pass across its connected fitness devices.
  • The NBA will soon begin negotiating its next set of media rights deals.
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Everyone wants live sports these days — and one of the biggest players in the at-home fitness industry is stepping onto the court in a major way.

Peloton will soon offer live NBA and WNBA games from compatible devices via its new entertainment hub, marking the first time it has paired any live sports broadcasts with its product. 

Members with an out-of-market NBA League Pass subscription package will be able to access live and on-demand NBA games and content while working out on the company’s bikes, treadmills, and rowers.

A specific launch date for game-streaming is yet to be determined, but it will begin during this coming NBA season. As part of the multiyear deal, Peloton will also create NBA- and WNBA-themed classes during the leagues’ respective seasons.

The basketball plan follows Peloton’s first college sports deal struck earlier this year with the University of Michigan, which brought the company’s bikes to the Wolverines’ football sidelines and other athletic facilities.

Peloton’s stock currently sits at less than $5 — a stark contrast to its all-time high of more than $160 during the pandemic.

NBA Getting Creative

For the NBA, the Peloton deal increases its broadcast reach and diversifies its potential fan base as the league gets ready to negotiate new media rights deals.

ESPN and TNT are reportedly considering exploring smaller NBA rights deals that could facilitate the entry of streaming partners like Amazon and Apple, should more games become available for bidding.

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