Peloton, the digital fitness brand, has agreed a new multi-year partnership with North American basketball’s NBA and women’s WNBA.

The deal will see the company serve as the official fitness partner of the leagues.

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.

Peloton members subscribed to League Pass will have access to live and on-demand games directly on Peloton bikes, treads, and rowing machines.

In addition, the fitness brand will develop NBA- and WNBA-themed classes for members throughout each league's respective seasons. 

The WNBA and Peloton will work together on WNBA-focused initiatives ahead of its 2024 season.

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Peloton also becomes the first launch partner of ‘NBA Fitness’, the league's new health and wellness platform. Peloton will introduce custom content through the platform and the initiative will bring content to the NBA App covering a range of health and fitness topics. 

Throughout the course of the upcoming NBA season, Peloton will create fitness content and custom co-branded programming for Peloton members and NBA fans.

Scott Kaufman-Ross, NBA senior vice president and head of gaming and new business ventures, said: “Peloton is the ideal partner to tip off the launch of NBA Fitness.

“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.”

Peloton recently teamed up with English soccer giants Liverpool to become the club’s first-ever digital fitness partner under a multi-year deal.