Travis Kelce, a three-time Super Bowl champion and one of the NFL’s most recognizable figures, has taken an ownership stake in Sleep Number Corporation, formalizing a new role as both investor and strategic partner in the sleep wellness company.
Under the agreement, the Kansas City Chiefs tight end will become one of Sleep Number’s largest individual shareholders, holding less than 5% of the company. Kelce will acquire common stock on the open market and receive compensatory restricted stock units that vest over an initial three-year term, subject to standard vesting conditions.
The partnership extends beyond equity. Kelce, who has been a Sleep Number customer since 2019, will serve as a featured face of the brand across national advertising campaigns over the next three years. That includes television commercials, digital activations, and social media content distributed across multiple platforms.
Sleep Number President and CEO Linda Findley framed the deal as both a brand and business accelerator, pointing to Kelce’s firsthand experience with performance recovery and wellness.
“Travis Kelce brings a winning mindset on and off the field. He understands first-hand the importance of sleep in everyday performance, especially in recovery,” Findley said. “Travis’ passion for and awareness of the health benefits of sleep, combined with his business acumen, will be a helpful accelerator of our work as we continue to share our story and attract new, younger consumers to the brand.”
For Kelce, the move reflects a longer-term approach to brand alignment and investing, rooted in personal use rather than endorsement alone.
“I’m intentional about where I invest and the brands I align with. I’ve slept on a Sleep Number bed for years, and it’s been a constant through different seasons of my career and life,” Kelce said. “The ability to adjust the bed as my recovery needs change is something I’ve personally relied on, and it’s why becoming an investor felt like a natural next step. This partnership reflects my confidence in where the company is headed and the growing opportunity around sleep.”
The deal also builds on Sleep Number’s deep ties to professional football. Since 2018, the company has served as the Official Sleep + Wellness Partner of the NFL under a nine-year agreement that includes player engagement, team partnerships, and league-wide initiatives. According to the company, 83% of NFL players currently use a Sleep Number bed.
Kelce, represented by 3 Arts Sports, now joins that ecosystem not just as an athlete ambassador, but as a shareholder betting on the expanding market around sleep, recovery, and performance-driven wellness.
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