Competitive Edge - Sports & Entertainment Marketing News

Beyoncé inks multiyear Peloton deal as fitness marketer looks to keep up momentum

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Peloton linking with a superstar like Beyoncé shows the company pushing to seize on a boom in at-home fitness that has emerged under the pandemic and as many gyms remain closed. Initial work with the Grammy-winning artist centers on the theme of homecoming, which was the title of Beyoncé’s 2019 Netflix concert film that shined a light on the cultural significance of HBCUs.

Click here to read the story at marketingdive.com.

Discussion Questions:

  1. What is promotion?
  2. What are the different forms of promotion?
  3. What type of promotion might the partnership between Beyonce and Peloton represent?
  4. How might Beyonce benefit from this partnership?
  5. How might Peloton benefit?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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