2 Detroit sports clubs team with local Ashley licensee

DETROIT — Top 100 retailer Dufresne Spencer Group has lined up as the exclusive furniture and mattress partner of the National Hockey League’s Detroit Red Wings and Major League Baseball’s Detroit Tigers.

These new partnerships join DSG’s associations with the Dallas Cowboys, Texas Rangers and Memphis Grizzlies, among others.

“We are thrilled to partner with these two iconic Detroit teams,” said Todd Garten, chief marketing officer of DSG, the largest licensee of Ashley stores. “We love the passion of the fan base and see this as a tremendous opportunity to enhance the fan experience, while also making a significant impact in the local community. We are committed to working with local organizations and agencies to help find a permanent home for every child in Michigan.”

The long-term partnership marks the first of its kind in the furniture and mattress category for both teams, owned by Ilitch Sports + Entertainment, and aims to engage fans by offering unique experiences while leaning into the brands’ shared mission and commitment to positively impact their communities. As part of the partnership, awareness and funds will be raised to help children in the foster care system find a permanent home.

To kick off that commitment, Ashley DSG will be donating 124 beds to Detroit-area foster children through the “Hope to Dream” initiative, which works to ensure all children have access to a safe place to sleep at night.

To celebrate the partnership and the Tigers 124th season this summer, Ashley will be giving away more than $124,000 in furniture, mattresses, team merchandise and fan experiences in July and August. As part of the giveaways, one sweepstakes winner will receive a $24,000 Ashley shopping spree and four tickets to the Detroit Tigers game of their choice.

The brand will be holding a series of themed events in its 7 metro Detroit locations, including:

  • July 12: 124 free rides with Lyft to/from the Tigers’ home game at Comerica Park
  • July 13: Shop Detroit’s “Local Love Days” Presented by Ashley
  • July 27: First 124 guests at each Ashley Detroit location and the Windsor, Ontario location will receive a free branded Detroit Tigers x Ashley Stanley Tumbler
  • Aug. 10: Detroit Tigers x Red Wings Alumni Meet & Greet (Dearborn store only)
  • Aug. 24: Free Detroit Tigers + Red Wings Swag All Day in all Detroit stores: Westland, Woodhaven, Auburn Hills, Madison Heights, Novi, Dearborn, Sterling Heights, and Windsor, Ontario location

See also:

  • Goffena Furniture & Mattress opens new Ashley showroom in Ohio
  • Kids in 2 Northwest states get a boost from Hope to Dream

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