Mattress Warehouse Teams with Playfly Sports to Reach New Audiences Through College and Professional Sports

Multiyear partnership connects Mattress Warehouse with passionate sports fans in key growth markets through professional and collegiate partnerships

FREDERICK, MD / NEW YORK, NY (August 26, 2026) – Mattress Warehouse, the largest independently owned mattress retailer in the U.S., today announced a multiyear media and sponsorship partnership with Playfly Sports designed to introduce the Mattress Warehouse brand to new audiences and deepen its connection with consumers in key markets across its growing footprint.

For more than 35 years, Mattress Warehouse has been committed to improving lives through quality sleep. The new partnership extends that mission into the communities and sports experiences that bring millions of fans together, creating new opportunities to build awareness of the importance of better sleep while introducing more consumers to Mattress Warehouse and its personalized approach to finding the right sleep solution.

Working alongside Parallel Path, its lead media agency, Mattress Warehouse and Playfly developed a localized sports marketing strategy spanning both professional and collegiate athletics. The approach combines the reach and passion of sports with Mattress Warehouse's market-level growth strategy, allowing the brand to engage consumers in priority markets while supporting key promotional periods throughout the year.

The professional sports component includes media partnerships in the Pittsburgh and Philadelphia MLB markets, including a customized series entitlement partnership designed to build visibility during key seasonal periods throughout the baseball season.

Mattress Warehouse will also establish new partnerships with the University of Maryland and the University of Central Florida, where Playfly serves as the multimedia rights holder. As the Official Mattress Retailer of both universities, Mattress Warehouse will activate across multiple sports through in-venue experiences, radio, university marks and other fan-facing opportunities.

“Our mission at Mattress Warehouse is simple: to improve lives through quality sleep, and this partnership gives us an exciting new way to introduce that mission to more people,” said Tracy Jones, Chief Marketing Officer at Mattress Warehouse. “Sports create incredibly strong connections within communities. By partnering with teams and universities that matter to the guests in our markets, we can introduce Mattress Warehouse to new audiences in a way that is local, relevant and memorable. As we continue to grow, we want consumers to understand not only who Mattress Warehouse is, but what we stand for — helping everyone improve their lives through better quality sleep.”

The partnership is designed to complement Mattress Warehouse's broader marketing strategy by pairing localized brand-building with high-intent performance media. Rather than taking a one-size-fits-all approach to sports marketing, the program focuses investment in markets where partnerships can help expand brand awareness, support existing stores and introduce Mattress Warehouse to new consumers.

The agreement also includes custom research from Playfly strategic partner Vision Insights to help measure the impact of the program. Vision Insights will evaluate the Pittsburgh Pirates media partnership and conduct a separate brand lift study across the collegiate sponsorships, providing Mattress Warehouse with additional 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.”

“Mattress Warehouse is a great example of how brands can use sports to build meaningful connections with consumers at the local level,” said Justin Compton, SVP of Partnerships and Strategy at Playfly Sports. “By bringing together professional and collegiate properties within one strategy, we're helping Mattress Warehouse reach passionate fan communities across markets that are important to its continued growth. It's a partnership built around relevance — connecting the brand with the right fans, in the right markets, at the right moments.”

ABOUT MATTRESS WAREHOUSE

Founded in 1989, Mattress Warehouse is committed to improving lives through better sleep. With more than 500 locations and growing, it is the largest independently owned mattress retailer in the United States. Mattress Warehouse offers the widest selection of trusted brand-name mattresses, bases, pillows, and accessories — all backed by its exclusive bedMATCH® technology, designed to match each customer with their ideal sleep solution at any budget. 

ABOUT PLAYFLY SPORTS

Playfly Sports, the sports industry’s leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com

ABOUT PARALLEL PATH

Parallel Path is a creative media agency for ambitious, multi-location brands. The agency combines strategy, media, content, and analytics to build consumer preference and help its clients grow. Parallel Path partners with companies whose products and services help people live better, healthier lives. The agency has offices in Boulder, CO, and Columbus, OH. Learn more at parallelpath.com.