Boston – September 21, 2026 -- Wayfair Inc. launched a new brand platform called "Wayfair Delivers," fronted by championship-winning quarterback Matthew Stafford, his wife Kelly, and their four daughters.
The campaign's debut ad aired during Monday Night Football on ESPN and ABC, showing the Stafford family navigating everyday home life with Wayfair's help. The spot will also roll out across CBS and NBC.
Wayfair boosts its football advertising spend fivefold
Wayfair is increasing its ad investment across networks airing football games to five times its previous spend. The company is sponsoring and outfitting the set for CBS Sports' Sunday morning football pregame show, which streams on Paramount+, CBS Sports HQ and YouTube.
Through a partnership with Bleacher Report, Wayfair will also sponsor B/R NFL Draft Live, scheduled to air in April 2027.
The campaign highlights three existing customer trust programs
The "Wayfair Delivers" platform is built around three tangible offerings: Wayfair Verified, a curated selection of hand-vetted products; Wayfair Rewards, which provides value with every purchase; and a proprietary logistics network aimed at making delivery more dependable.
Paul Toms, CMO of Wayfair, said the platform brings together work the company has been doing across the customer experience to show what Wayfair delivers every day.
Wayfair's in-house creative team developed the campaign with Paramount Media Labs, Paramount Advertising's branded-content studio, serving as production partner across broadcast, streaming and social.