Warriors seal partnership deal with bed maker

Rugby League Super League champions Wigan Warriors have revealed a new deal with Sealy UK which will see the bed manufacturer become the club’s ‘official sleep partner’.

The partnership, an expansion from the bed giant’s logo appearing on the Warriors’ shirts at Old Trafford on Grand Final day last season, is an important step forward for the Warriors’ commercial programme.

Sealy says the deal and underlines its commitment to its ongoing ‘World of Sport’ campaign, which recognises the link between great quality sleep, and sporting excellence.

“With a sizeable fan base in Cumbria – the location of Sealy’s head office – and a team of players that place huge emphasis on rest and recovery ahead of all matches, the Warriors was an obvious choice for the leading bed brand,” the company said.

Sealy has already provided top-of-the-range beds to all the players.
Sealy says it will also be delivering an exciting 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.

Dan Burton, commercial sales manager at Wigan Warriors, said: “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

Sealy’s brand marketing manager Holly Venning said: “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 fan-base.”