Liverpool FC puts community health first with Peloton deal

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Peloton
Image credit: Peloton

Liverpool FC has announced a unique multi-year digital fitness partnership with Peloton.

This deal is the first of its kind undertaken by the club and was launched with a video featuring Liverpool backroom staff, including club kitmen, admin, and canteen workers. Liverpool is hoping that the partnership will help benefit the health of its supporter as well as give Liverpool players access to some of Peloton’s cutting edge exercise equipment.

Pelton is a global leader in digital fitness, offering a range of products from treadmills to exercise bikes.

What sets Peloton apart is its offering of private training quality programs for a fraction of the cost and in the comfort of customers own homes.

“Peloton uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime,” Peloton says on its website.

In announcing the new deal, Liverpool FC commercial director Ben Latty expressed the clubs sincere desire that the deal will have a tangible benefit for the wider Liverpool supporter community.

“We are delighted to welcome Peloton to the Liverpool FC family. This is a truly unique partnership and we’re excited about growing and activating this meaningful relationship to benefit both LFC and Peloton communities,” he said via press release.

“Both LFC and Peloton recognise the vital importance of communities. How we at LFC look after our communities is a central part of our sustainability programme, The Red Way. Similarly, Peloton has built up a nearly seven million-strong passionate community since launching just over 10 years ago.

“It’s particularly pleasing that we’ve been able to put our own staff, those who work so hard behind the scenes, front and centre in the video to mark this incredible new partnership.

“Together we will provide Liverpool FC fans and Peloton Members with the best exclusive LFC content possible and remarkable and memorable one-of-a-kind experiences.”

Peloton’s senior director for international marketing, Charles Quartey, also emphasised their community focus in the announcement.

“Peloton delivers an unparalleled fitness experience with thousands of classes across different fitness disciplines, expert instruction and great music. The collaboration with Liverpool Football Club gives us an opportunity to introduce more people to the range of content Peloton offers,” he added via press release.

“Peloton and Liverpool Football Club share a strong sense of community and together we can better connect fans and local communities with world-class fitness content that can be experienced anywhere, anytime.”

The new deal is a great step forward in community outreach whereby a giant of the football world is able through a partnership to directly influence the health and wellbeing of its supporters. The benefit of partnering with Peloton will not only be felt at the club level, helping players achieve their best, but also with supporters in their own homes.

Certainly, some Liverpool supporters may now all thanks to Peloton and this deal enjoy a spin or run while being able to watch their Reds play. A win not only for football but for the health of the communities that are vital in making the sport we love happen.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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