Wayfair has raised its advertising investment on networks airing football games to five times its previous spend as it launches a new brand platform built around value and trusted service. The retailer teamed with Los Angeles Rams quarterback Matthew Stafford for the platform, called "Wayfair Delivers," according to a press release published Sept. 29, 2026.

The campaign's centerpiece is a 30-second spot starring Stafford alongside his wife, Kelly, and their four daughters. Wayfair produced the ad in-house with support from Paramount Media Labs. It debuted during "Monday Night Football" on ABC and ESPN.

The spot opens by touting Stafford's football credentials — he was named the 2025 Associated Press NFL MVP — then cuts abruptly to his chaotic home life: pillows soaring through the air, toys on display and furniture that has seen better days. The Staffords then place a Wayfair order for furniture that proves more functional for the family.

"Wayfair Delivers" kicks off a new long-term brand strategy focused on the qualities the home furnishings retailer offers consumers, per details shared with Marketing Dive. Alongside the ad, Wayfair is calling attention to value-focused offerings, including Wayfair Verified — its collection of items hand-vetted for quality — and the Wayfair Rewards loyalty program. The platform will span linear TV, connected TV and social channels, with the Stafford ad airing on ABC, ESPN, CBS and NBC.

The spend increase reflects a broader bet on live sports, which remain an attractive advertising opportunity for brands despite the rise in streaming TV. Sports give advertisers access to a broad audience: nearly half of the U.S. population identifies as live sports viewers, according to Emarketer.

Beyond media buying, Wayfair is deepening its football ties through sponsorships. The retailer will sponsor and decorate the set for CBS Sports' Sunday morning football pregame show. It will also sponsor B/R NFL Draft Live in April 2027 through a partnership with Bleacher Report.

The push comes amid a sales slump across the broader furniture category, but Wayfair has recently seen bright spots. The company's Q2 revenue increased 7.5% versus the year-ago period, driven by momentum in orders, which rose 6% year over year to a total of 10.6 million. Customers placed 64.1% of those orders via mobile device, up from 62.9% the previous year.

Wayfair has worked to enhance its online shopping experience in other ways this year, including a partnership with Google around artificial intelligence-powered discovery. The company has also focused on growing its brick-and-mortar footprint. With five times the football ad spend and a multi-network flight running through the season, the retailer is testing whether live sports can convert mass reach into sustained order growth.