Mattress Warehouse Teams Up With Maryland Athletics
9/29/2026 3:46:00 PM | Maryland Sports Properties
Multiyear partnership with Playfly Sports connects Mattress Warehouse to passionate sports fans in their home market
FREDERICK, MD – Mattress Warehouse, the largest independently owned mattress retailer in the U.S., announced a multiyear sponsorship partnership with University of Maryland Athletics.
Powered by Playfly Sports, Maryland Athletics' multimedia rights holder, Mattress Warehouse will become the Official Mattress Retailer of University of Maryland Athletics, activating across multiple sports through in-venue experiences, radio, university marks and other fan-facing opportunities.
Mattress Warehouse is headquartered in Frederick, Maryland, Mattress Warehouse has spent more than 35 years helping people throughout the DMV and beyond improve their lives through quality sleep. The partnership with Maryland Athletics creates a natural extension of that mission, connecting the importance of sleep with a community where recovery and performance are part of every day life.
Quality sleep plays an important role in physical recovery, reaction time, focus and overall athletic performance. Through the partnership, Mattress Warehouse will have new opportunities to build awareness around the importance of better sleep while introducing Terps fans to the company's personalized approach to finding the right sleep solution.
"Our mission at Mattress Warehouse is to improve lives through quality sleep, and there may be no better audience to bring that message to than athletes and sports fans," said Tracy Jones, Chief Marketing Officer at Mattress Warehouse. "Whether you're competing on the field, training for your next race, trying to perform at your best at work or simply keeping up with your family, better days start with better nights. Sleep is when our bodies and minds recover and prepare for what comes next. Partnering with Maryland Athletics gives us an exciting opportunity to bring that message to life right here in our home state."
The Maryland partnership is part of a broader localized sports marketing strategy developed by Mattress Warehouse alongside its lead media agency, Parallel Path, and Playfly Sports. The strategy spans professional and collegiate athletics and focuses investment on teams and universities with strong connections to communities Mattress Warehouse serves.
Rather than taking a one-size-fits-all approach to sports marketing, Mattress Warehouse is using sports to build locally relevant connections in key markets—supporting established stores in core communities while introducing the brand to new consumers as the company continues to expand.
"Sports create incredibly strong connections within communities," Jones added. "As Mattress Warehouse grows, we want to build our brand in a way that still feels local and personal. Partnering with teams and universities that matter to our guests allows us to introduce Mattress Warehouse to new audiences while reinforcing what we stand for: helping everyone perform, feel and live better through better quality sleep."
"Mattress Warehouse is a natural fit for Maryland Athletics, with strong local roots and a shared appreciation for the passion that brings our communities together," said Joe LaBue, Deputy Athletic Director and Chief Revenue Officer at the University of Maryland. "We're excited to welcome them as a partner and introduce their brand to Terps fans in new and engaging ways."
"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. 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.
Powered by Playfly Sports, Maryland Athletics' multimedia rights holder, Mattress Warehouse will become the Official Mattress Retailer of University of Maryland Athletics, activating across multiple sports through in-venue experiences, radio, university marks and other fan-facing opportunities.
Mattress Warehouse is headquartered in Frederick, Maryland, Mattress Warehouse has spent more than 35 years helping people throughout the DMV and beyond improve their lives through quality sleep. The partnership with Maryland Athletics creates a natural extension of that mission, connecting the importance of sleep with a community where recovery and performance are part of every day life.
Quality sleep plays an important role in physical recovery, reaction time, focus and overall athletic performance. Through the partnership, Mattress Warehouse will have new opportunities to build awareness around the importance of better sleep while introducing Terps fans to the company's personalized approach to finding the right sleep solution.
"Our mission at Mattress Warehouse is to improve lives through quality sleep, and there may be no better audience to bring that message to than athletes and sports fans," said Tracy Jones, Chief Marketing Officer at Mattress Warehouse. "Whether you're competing on the field, training for your next race, trying to perform at your best at work or simply keeping up with your family, better days start with better nights. Sleep is when our bodies and minds recover and prepare for what comes next. Partnering with Maryland Athletics gives us an exciting opportunity to bring that message to life right here in our home state."
The Maryland partnership is part of a broader localized sports marketing strategy developed by Mattress Warehouse alongside its lead media agency, Parallel Path, and Playfly Sports. The strategy spans professional and collegiate athletics and focuses investment on teams and universities with strong connections to communities Mattress Warehouse serves.
Rather than taking a one-size-fits-all approach to sports marketing, Mattress Warehouse is using sports to build locally relevant connections in key markets—supporting established stores in core communities while introducing the brand to new consumers as the company continues to expand.
"Sports create incredibly strong connections within communities," Jones added. "As Mattress Warehouse grows, we want to build our brand in a way that still feels local and personal. Partnering with teams and universities that matter to our guests allows us to introduce Mattress Warehouse to new audiences while reinforcing what we stand for: helping everyone perform, feel and live better through better quality sleep."
"Mattress Warehouse is a natural fit for Maryland Athletics, with strong local roots and a shared appreciation for the passion that brings our communities together," said Joe LaBue, Deputy Athletic Director and Chief Revenue Officer at the University of Maryland. "We're excited to welcome them as a partner and introduce their brand to Terps fans in new and engaging ways."
"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. 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.
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