This weekend the Formula 1 Heineken Las Vegas Grand Prix race (or F1 Las Vegas) took place.
Peloton recently became an official fitness partner for this race. As part of that, several instructors traveled out to Las Vegas to record some special in-person classes from Las Vegas that will be released to the on-demand library on November 24 & 25. In addition, Peloton was recording some scenic content from the race track to release as new scenic routes.
Beyond all of the class content which will be available to Peloton members at home – Peloton was using this partnership as a major advertising opportunity.
During the race itself – Peloton was advertised along the race course. Along with numerous other advertisers – the Peloton logo was featured with on-track ad placements.
Peloton did not limit their advertising just to the race track. In another major placement, an advertisement for Peloton (and the new cross training hardware which was recently introduced) was displayed on “The Sphere” at the heart of the strip in Las Vegas.
The Peloton instructors got in on the race action as well – with several of them getting to take a lap of the actual course in one of the F1 cars.
The company also had a presence in other ways throughout the weekend. Peloton set up a tent with several Peloton bikes and created a mini F1 game. This was a head to head race against the other bikes next to you – and your output controlled how fast you went around the digital course.
Peloton has been creating more and more partnerships in recent months. Hyrox & Peloton announced a partnership earlier this summer as well.
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