Sleep Number Reaches Historic and Unique Partnership with the NFL - Trak | Partnership Activation Software

Sleep Number Reaches Historic and Unique Partnership with the NFL
Posted On: Feb 06, 2018

The mattress company becomes the first ever sleep wellness partner of the NFL.

The Super Bowl has come and gone and so the long wait for football to come back has officially began. Sleep Number is one organization that cannot wait for next season as they recently announced a partnership with the NFL.

In this deal, they become the 27th partner of the league and fill up the sleep wellness category of NFL sponsorships. A key component with this deal is every NFL player will be offered a “Sleep Number 360” bed.

This is the first of its kind, but the timing makes sense with Sleep Number being a Minnesota-based company, which is where the Super Bowl was. In fact, Sleep Number activated their new sponsorship by having a warming hut near the stadium.

Trak’s Take

  1. The exclusivity Sleep Number will receive in this deal is absurd. They will have complete control over the mattress and sleep market for NFL fans.
  2. Signage and advertisements have an increased return on investment when it is the NFL since their games routinely have the highest TV ratings of any event or show every year.
  3. Sleep Number offering a free bed to every NFL player provides a great opportunity for endorsement from players which can serve specific markets.
  4. As a sponsor, you do not have to limit yourself to what your product can offer. Use Sleep Number’s example of offering a warming hut to think of how you can go outside the box with your activation.
  5. This deal is a perfect example of activating your product in a way that it positively affects player performance while also increasing brand awareness and signage. Think about how you can follow their example.

Shelly Ibach, Sleep Number President and CEO:

“We’re excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL.”


Written by: James Campbell

James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey.  - @Jimmy10Campbell