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From Home Furnishing Business
Sleep Number Inks 10-year Deal with Minnesota Vikings
October 12,
2017 by Larry Thomas in Business Strategy, Industry 
Minnesota-based Select Comfort (NASDAQ: SCSS), producer of the Sleep Number bed, has signed a 10-year agreement with the Minnesota Vikings that designates Sleep Number as the team’s “Official Sleep + Wellness Partner.”
“As a company founded on sleep science and innovation, we know that quality sleep has a profound effect on wellness, performance and recovery,” said Shelly Ibach, president and CEO 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.”
As part of the agreement, Sleep Number will provide individualized sleep-and-performance plans for Vikings players, coaches and staff. In addition, the Sleep Number brand will be integrated across a variety of team platforms, including the Vikings app, loyalty program, U.S. Bank Stadium/Vikings game day signage, Vikings game day broadcast media and community events.
“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,” said Vikings Chief Operating Officer Kevin Warren.
“Sleep Number, led by their dynamic CEO Shelly Ibach, is a Minnesota-based company with a national brand presence and a recognized sleep innovation leader. This partnership has the potential to expand with unique elements for our football team operations in the future.”
In separate agreements, Sleep Number has also partnered with current Vikings center Pat Elflein, cornerback Terence Newman and safety Harrison Smith for the 2017 season to identify opportunities for improved sleep and performance. The three players are using the Sleep Number smart bed and gaining insights from its SleepIQ technology.