Wayfair’s marketing program to strengthen its connection to families finds the home furnishings retailer teaming with star NFL quarterback Matthew Stafford and his family in an expansion of the company’s football-related promotional playbook.
Wayfair Delivers launches as a new brand platform centered on how the company provides the quality, value, trusted experience and emotional connection that boost customer confidence when it comes to creating homes they love.
The company developed Wayfair Delivers as a brand platform that conveys the breadth of what it offers customers, from products they can trust to the seamless shopping experience they’ve come to expect, a Wayfair spokesperson noted. The platform launches with content featuring Los Angeles Rams quarterback Stafford and his family, and it will continue forward across channels and touchpoints with ads, social, delivery packaging and other vehicles to further Wayfair’s brand positioning.
The campaign’s debut ad, which airs during the September 21 Monday Night Football programming on ESPN and ABC, features Stafford, his wife Kelly and their four young daughters. The ad captures the familiar chaos of everyday family life and demonstrates how Wayfair helps the Staffords create a home that works for the moments their family actually lives, from the everyday to the extraordinary, according to the retailer.
The new campaign brings Wayfair Delivers’ assurance of quality, value and trust to life through moments that matter at home, the company maintained. Wayfair said it backs the message with established resources, including Wayfair Verified, a curated selection of products staff-vetted for quality; Wayfair Rewards, which provides value with each purchase; and the company’s proprietary logistics network designed to make delivery easier and more dependable.
The Wayfair Delivers platform will extend beyond the initial campaign through culturally relevant moments, with an expanded presence in football throughout the season to integrate the brand and family moments, traditions and everyday home experiences, the company pointed out. Wayfair added that it is increasing the company’s advertising investment across the networks airing football games to five times its previous spend. As such, the company is sponsoring and outfitting the set for CBS Sports’ Sunday morning football pregame show, streaming on Paramount+, CBS Sports HQ and YouTube. Through its partnership with Bleacher Report, Wayfair is sponsoring the “B/R NFL Draft Live,” which will air in April 2027.
“Wayfair Delivers captures everything customers know and love about Wayfair, and why we’ve become the trusted destination for home,” said Paul Toms, Wayfair chief marketing officer. “Customers turn to us for the products and expertise to make their homes their own, along with the confidence that comes from knowing we’ll be there throughout the journey. The platform brings together the work we’ve been doing across the customer experience and gives us a clear way to show what Wayfair delivers every day.”
