A "sleep room" at Fenway Park has become so popular with Red Sox players that the franchise in July “entered into a sponsorship agreement with a bedding company that will include a full renovation of the room along with high-tech sheets, blankets, and pillows for the players to use at home,” according to Peter Abraham of the BOSTON GLOBE. The deal with Long Island-based Bedgear is “part of an effort to chase even the smallest competitive advantage.” Bedgear reps met with Red Sox players before a recent Spring Training workout, and in a hallway outside the clubhouse, players “tested mattresses, were measured for pillows, and lined up to choose from a variety of sheets and blankets.” It was the “first time in his 15 years with the Red Sox” that Exec VP/Partnerships Troup Parkinson “negotiated a sponsorship that directly benefited the players.” Manager John Farrell also was a "supporter from the start.” Farrell: “We have the wherewithal to be able to provide the latest and best technology that might be out there. This is maybe not the most publicized area, but it’s something that we do delve into. You want every advantage you can get.” Bedgear was founded in ’09 by CEO Eugene Alletto and specializes in what it calls “performance bedding.” The company “eventually made sponsorship deals” with the Mets, Padres, Tigers, Broncos, Mavericks and Islanders. Alletto’s original business plan “did not include sports marketing.” But “unprompted social media posts from athletes helped generate sales to fans.” He said, “It’s made a huge impact. This was something that allowed players to a build a relationship with a smaller company. When players are engaged, the fan base notices” (BOSTON GLOBE, 2/25).
