Planet Fitness Continues Tradition as Presenting Sponsor for Times Square NYE
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness has announced its return as the presenting sponsor of the Times Square New Year’s Eve celebration for the tenth consecutive year. The collaboration with the Times Square Alliance and Countdown Entertainment has made the fitness brand a recognizable presence during the globally televised event.
Attendees in Times Square will be handed Planet Fitness party hats, which have become a fixture of the festivities. This year’s hats feature silver sequins and metallic purple fringe, marking the decade-long partnership. The event will also include appearances by Planet Fitness on “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2025,” airing on December 31 at 8/7c on ABC and streaming the next day on Hulu. The celebration will be broadcast live via the Times Square New Year’s Eve webcast.
Jamie Medeiros, Chief Brand Officer at Planet Fitness, remarked on the significance of the milestone: “We’re thrilled to welcome the new year in Times Square again this year, marking our milestone tenth year as the presenting sponsor. Our New Year’s Eve sponsorship puts fitness top of mind in the new year and reminds everyone to put their health and fitness goals first in 2025.”
Jeffrey Straus, President of Countdown Entertainment, acknowledged the brand’s contribution to the event. “We look forward to welcoming back Planet Fitness as the presenting sponsor of Times Square New Year’s Eve for the tenth year,” he said. “We are excited to see Times Square transformed into Planet Fitness purple and yellow filled with festive, happy, energetic revelers ringing in 2025.”
In addition to the sponsorship, Planet Fitness is inviting individuals to participate in its “Confetti Wishes” initiative. Wishes for the upcoming year can be submitted online at planetfitness.com/confettiwishes or in person at the Wishing Wall in Times Square. These submissions will be printed on pieces of confetti released at midnight. Tom Harris, President of the Times Square Alliance, commented, “The celebrations in Times Square would not be complete without the integral participation of Planet Fitness and its iconic hats. We look forward to once again ringing in the New Year surrounded by Confetti Wishes from people all around the country, thanks to our partnership with Planet Fitness.”
John Campbell, Senior Vice President of Entertainment and Streaming Solutions at Disney Advertising, highlighted the collaboration’s role in the broadcast. “New Year’s Rockin’ Eve on ABC is the largest New Year’s special of the evening, and our longstanding collaboration with Planet Fitness allows us to push the boundaries on innovation and creativity, bringing even greater surprise-and-delight moments to our viewers each year,” he stated.
With over 2,600 locations worldwide, Planet Fitness continues to promote its offerings for all fitness levels in a clean and accessible environment. The brand emphasizes inclusivity and convenience, providing both in-club experiences and digital workout options through its app. The Planet Fitness Perks program also offers members discounts on various products and services throughout the year.
The Times Square New Year’s Eve celebration remains one of the most-watched events globally, and Planet Fitness’ involvement underscores its ongoing commitment to maintaining a prominent presence in the festivities.
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