Sealy UK has announced a new sponsorship deal with rugby league club, Wigan Warriors, that will see the bed manufacturer become one of the club’s official 2018 kit sponsors and an Official Major Club Partner.
Following a successful first year of sponsorship, which kicked off in January 2017, Sealy is now set to extend the partnership, in doing so significantly building its profile in the region and nationally.
First appearing on the famous Cherry and White kit when Wigan defeated Warrington at Old Trafford to become the 2016 Super League Champions, the Sealy logo will appear on the playing shorts of all Wigan Warriors Representative teams including the Men’s Super League Team, Wigan Under-19s, Wigan Under-16s and for the first time in 2018, the Wigan Women’s Super League Team.
Continuing the role as the team’s official sleep partner, the bed manufacturer will continue to work closely with the players to ensure all their sleep needs are attended to, while strengthening its working relationship with the club, its partners and fans by delivering an engagement programme of match day activations.
Sealy will also deliver a number of creative brand activations throughout the year, including supporting the players with innovative sleep aids, as they embark on their tour of Australia in the New Year.
The new deal underlines Sealy’s commitment to its ongoing ‘World of Sport’ campaign, which recognises the link between good 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 emphasis on rest and recovery ahead of all matches, Wigan Warriors continues to be an obvious choice for the leading bed brand.
Highlights from the first year of sponsorship include the provision of a recovery bed in the club’s training ground, as well as supplying all players with top-of-the-range Sealy beds to assist with rest and recuperation - something that was particularly crucial in the case of players John Bateman and Sam Tomkins who credited quality sleep alongside intensive physio for their speedy recoveries.
It was not only the players who benefited from partnering Sealy last year. Wigan’s loyal fans were surprised with an April Fool’s Day training video, as well as a successful ‘comfiest seat in the house’ competition, which saw two fans win the chance to watch a Super League clash from the comfort of a king-sized Sealy bed, complete with match survival kit.
Sealy’s marketing controller, Holly Housby, says: “After a hugely successful first year we’re delighted to be extending our partnership with such a successful and charismatic club for a second year.
“Our philosophy of helping people achieve a good night’s sleep is shared with the players and management, who all understand and have seen first-hand the value and major impact a restful night’s sleep can have on both the body and mind. We’re excited about building on last year’s successes and are very much looking forward to rolling-out a series of planned activities which will further support the players and engage with the club’s vast fan-base.
Sealy wish the team the best of luck for the coming season and are proud to be helping the players to achieve their full potential.”
Kris Radlinski, executive director at Wigan Warriors, says: “With rest and recovery being a critical part of high-performance, the partnership with Sealy has been invaluable this season following an unprecedented number of injuries. The earlier than expected return of Sam Tomkins and John Bateman, who were crucial contributors to our Challenge Cup run to Wembley, is an example of the positive impact our relationship with Sealy has had on our programme. We are thrilled to not only continue our relationship with Sealy, but to have them even further engaged with the Club and our fans, which I have no doubt will continue for many years to come.”
Dan Burton, commercial sales manager at Wigan Warriors, says: “From the outset, there was a clear alignment between our respective philosophies, values and market approach which have become only more evident as our relationship has grown. With some exciting activities and ground-breaking innovations planned as part of our 2018 campaign, we are delighted to have Sealy on board as Major Club Partners and look forward to building on what is already a fantastic relationship with the Worlds Number 1 bed brand”.
Sealy’s World of Sport campaign aims to make the connection between a good night’s sleep and sporting excellence. To date, it has worked with a wide range of sporting legends from David Haye to Linford Christie, Frank Bruno and Burnley FC.