Beyonce, Peloton strike multiyear content partnership, sending bike maker’s shares higher

Posted by & filed under Communication, Decision Making, International Business, Leadership, Management, Strategy.

Description: The bike maker Peloton announced Tuesday morning a multiyear partnership with singer-songwriter Beyonce to produce exclusive content with her music for its streamed workout classes.

Source: CNBC.com – video report

Date: Nov 10, 2020

Link: https://www.cnbc.com/2020/11/10/beyonce-and-peloton-in-multiyear-content-deal.html

Questions for discussion:

  • Explain the fit between these two brands.
  • Why has the stock done so well?
  • What further advice would you suggest to management of each brand?