Mattress Warehouse has announced a multiyear media and sponsorship partnership with Playfly Sports, designed to introduce the brand to new audiences and deepen its connection with consumers across its growing footprint. Parallel Path is lead media agency on the program.
We worked with Mattress Warehouse and Playfly to build a localized sports marketing strategy spanning professional and collegiate athletics. On the professional side, the program includes media partnerships in the Pittsburgh and Philadelphia MLB markets, along with a customized series entitlement built to drive visibility during key stretches of the baseball season.
On the collegiate side, Mattress Warehouse will become the Official Mattress Retailer of both the University of Maryland and the University of Central Florida, where Playfly serves as multimedia rights holder. The brand will activate across multiple sports through in-venue experiences, radio, university marks, and other fan-facing opportunities.
Rather than a blanket approach to sports, the program concentrates investment in the markets where partnerships can expand brand awareness, support existing stores, and introduce Mattress Warehouse to new consumers. It pairs localized brand building with high-intent performance media, an approach built for multi-location growth.
Measurement is built in from the start. Custom research from Playfly strategic partner Vision Insights will evaluate the Pittsburgh Pirates media partnership and conduct a separate brand lift study across the collegiate sponsorships, giving Mattress Warehouse insight into how sports marketing influences awareness, consideration, and consumer response.
“For a growing multi-location brand like Mattress Warehouse, sports gives us the opportunity to combine broad reach with strong local relevance,” said John Kadlic, CEO of Parallel Path. “Together with Playfly, we’ve built a strategy that uses consumer insights to identify the markets and partnerships where sports can make the greatest impact, while putting measurement in place to understand how that investment is building the brand.”
Read the coverage in Sports Business Journal.
