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Today’s Case

Michigan Athletics announces new collaboration with Peloton

Last month, University of Michigan students and Michigan football fans opened Instagram to find a post advertising a new, U-M-branded Peloton bike. The post, which was shared by both the Peloton and U-M Football accounts, announced the beginning of a collaboration between the exercise bike company and the U-M athletic department.

According to a Peloton press release, the partnership includes:

• Availability of U-M branded Peloton bikes at The Big House and in Michigan Athletics training facilities

• Discounted student pricing for classes on the Peloton app

• Opportunities for student-athletes to participate in NIL deals

• Sponsorship deal for Maize Rage — the student cheering section at the Michigan men’s and women’s basketball games.

The University’s collaboration with Peloton marks the start of the company’s “College Strategy,” in which the company aims to increase its brand awareness among college students through branded products, promotions and social media engagement.

The Verdict

• Fitness + NIL = win/win

  • While athletes themselves stay active, tying in a partnership to promote fitness is advantageous - not only for student-athletes, but for fans and fellow students as well.

• Endless opportunities for NIL partnerships

  • As Peloton is rolling out its college strategy, there are plenty of ways for NIL deals to be executed

    • Student-athletes become instructors and fans/students can take classes with them, with the student-athlete instructors earning a portion of everyone they sign up

    • Participating in 30/60/90 days challenges with student-athletes from other schools on who signs up the most users, completes the most workouts, etc. (and of course, being compensated for their NIL)

    • Student-athletes learning the business side of the company through internships and post-graduation career opportunities

    • Peloton x School merchandise line & specific athlete line so these individuals can earn NIL dollars.

    • Sell Peloton bikes with school branding/logos

Important resources for your NIL journey

For student-athletes that are navigating NIL, there are three important people you should stay connected to. Watch this video for more!

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Court is adjourned. Go be great!!