THE GAME CHANGERS PODCAST ANNOUNCES 16TH SERIES
After five years, The Game Changers – a podcast centred around female athletes and their stories – is still going strong thanks in part to Sport England, the National Lottery and a host of other sponsors. In February, Jess Carter – footballer for England and Chelsea FC – kicked
line-up include Claire Taggart, Sue Redfern, Sabrina Pace-Humphreys, Kristen Dusting, Lisa O’Keefe, Steph Harries and Mo Hunt. The Game Changers also highlights coaches, broadcasters, club managers and other inspiring women who continue to challenge the status quo in sport.
Peloton and TikTok have agreed on an exclusive partnership, with Peloton’s fitness content now appearing on the social platform under #TikTokFitness. This deal is Peloton’s first time creating dedicated content for a third-party channel, with existing partners including the NBA, Samsung, Liverpool FC and Lululemon. TikTok has over one billion users worldwide, most of whom are on the younger side. Peloton will share live classes and celebrity collaborations with this audience, with the aim of driving consumer awareness of the Peloton brand and shift towards a software-based business model. For TikTok, more fitness content will diversify its offerings. During lockdown, Peloton saw remarkable growth, as the at-home lifestyle encouraged many to purchase the Peloton Bike. Four years later, the world looks drastically different – forcing Peloton to rethink its strategy. #TikTokFitness will initially be available in the UK, US and Canada, and won’t require specialist equipment. “Peloton and TikTok both move at the speed of culture to better serve our respective audiences,” said Oli Snoddy, Peloton’s VP of consumer marketing. “Our team is excited to complement TikTok’s burgeoning fitness content by introducing the magic of Peloton to new audiences.” PELOTON AND TIKTOK BECOME PARTNERS
experiences with diversity, sexuality and social media. Other guests in the series
off the podcast’s 16th series, discussing her
AMAZON STRIKES DEAL WITH DIAMOND
Amazon has agreed to pay $115 million to Diamond Sports Group, taking a minority stake in its content and distributing it on Prime Video. The deal will boost Amazon’s US sport presence while protecting Diamond’s regional sport networks (RSNs) against bankruptcy. Prime Video will be the primary destination for all of Diamond’s local direct- to-consumer content, including select MLB, NBA and NHL games, as well as pre- and post-game coverage. Amazon subscribers will be able to purchase this streaming access for an additional cost. This Diamond deal comes ten months after the company filed for bankruptcy. In an
effort to restructure itself, Diamond turned to Amazon – a streamer which has been looking to increase its number of sport- related offerings.
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