Minnesota Vikings get into bed with Sleep Number

NFL franchise announce ten-year deal with official sleep wellness partner.

Minnesota Vikings get into bed with Sleep Number

The National Football League’s (NFL) Minnesota Vikings have announced a new ten-year partnership with Sleep Number.

The bed manufacturer will be listed as the franchise’s official sleep wellness partner, in a deal which will see the company provide individualised sleep and performance plans for the team’s players, coaches and staff.

In return, Sleep Number will benefit from signage at the team’s US Bank Stadium, and its branding will be integrated across a variety of club platforms, including the Vikings app, loyalty programme, gameday broadcast media and community events.

Kevin Warren, chief operating officer of the Minnesota Vikings, said: “We strongly believe in evaluating the importance of sleep and the benefits of appropriate and healthy sleep, particularly as it relates to successful human performance.

“Sleep Number, led by their dynamic chief executive Shelly Ibach, is a Minnesota-based company with a national brand presence and a recognised sleep innovation leader. This partnership has the potential to expand with unique elements for our football team operations in the future.”

“As a company founded on sleep science and innovation, we know that quality sleep has a profound effect on wellness, performance and recovery,” added Shelly Ibach, president and chief executive of Sleep Number. “We look forward to integrating sleep technology into the Vikings brand, and strengthening the team’s competitive advantage both on and off the field.”

The Vikings are third in the NFL’s NFC North division, having won three and lost two of their opening five games of the new season. They play their next fixture at home to the Green Bay Packers on Sunday.