Wayfair Inc. (NYSE: W) has unveiled a new brand platform called "Wayfair Delivers," accompanied by an advertising campaign featuring NFL quarterback Matthew Stafford, his wife Kelly, and their four daughters.

The debut advertisement aired during Monday Night Football on ESPN and ABC on Sept. 21, 2026. The ad will also run across CBS and NBC. Wayfair's in-house creative team developed the campaign with Paramount Media Labs serving as production partner across broadcast, streaming, and social channels.

The "Wayfair Delivers" platform highlights several existing Wayfair offerings, including Wayfair Verified, a curated product selection vetted for quality; Wayfair Rewards, a purchase-based rewards program; and the company's proprietary logistics network.

As part of the campaign, Wayfair said it is increasing its advertising spend across networks airing football games to five times its previous level. The company is also 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 is sponsoring B/R NFL Draft Live, scheduled to air in April 2027.

Paul Toms, Wayfair's chief marketing officer, said the platform "brings together the work we've been doing across the customer experience and gives us a clear way to show what Wayfair delivers every day."