Sealy UK has announced a new sponsorship deal with the 2016 Super League Champions, Wigan Warriors, becoming the club’s Official Sleep Partner which will see the bed manufacturer working with one of the most famous and successful sports clubs in the world.
The partnership, an expansion from the bed giant’s logo appearing on the Warrior’s shirts at Old Trafford on Grand Final day last season, is an important move underlining Sealy’s commitment to its ongoing World of Sport campaign, which recognises the link between great quality sleep, and sporting excellence.
Sealy has already provided beds to all the players, helping them rest and recover ahead of the new season kicking off, as well as installing a relaxation bed in the team gym for players to use post-training.
Over the coming year, Sealy will work closely with the players to ensure all their sleep needs are attended to while establishing a close working relationship with the club, its partners and loyal Wigan Fans. Sealy will also be delivering an engagement programme of match day activations in and around the 25,000 capacity DW Stadium as well as a range of unique activities driving brand awareness among the club’s extensive fan base.
Sealy’s brand marketing manager, Holly Venning, says: “We’re delighted to be partnering with such a successful and charismatic club. Our philosophy of helping people achieve a good night’s sleep is shared with the players and management who all understand, value and appreciate the major impact a restful night’s sleep can have on both the body and mind. We’re very much looking forward to rolling out a series of planned activities which will support the players and engage with club’s vast fanbase.”
Dan Burton, commercial sales manager at Wigan Warriors, says: “This is an especially exciting partnership and is another significant step forward in the development of our commercial programme and alignment with global brand leaders. Rather than a linear sponsorship deal, Sealy has chosen to work with us through a genuinely meaningful partnership, working with our high performance department to deliver marginal gains and helping our players to achieve better quality sleep, which in turn helps their performance on the pitch.
"Not only that, but our planned schedule of brand activations throughout the year are also particularly engaging, and will bring both our own fans, and visiting fans, real value and entertainment. There was an instant fit, starting from our Grand Final relationship, with our respective philosophies and values and we look forward to establishing a long-lasting partnership with the world’s number one bed brand."