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Sleep Number Renews Deal with Dallas Cowboys Through 2026-27 Season
September 5,
2022 by HFBusiness Staff in Business Strategy, Industry 
Specialty mattress producer Sleep Number Corp., whose product line features airbeds with smart technology, said it has renewed its partnership with the Dallas Cowboys through the 2026-27 season.
The company has been the “Official Sleep and Wellness Partner” of the Cowboys since 2017.
An early adopter among NFL teams to use quality sleep as a training tool, the Cowboys optimized player performance by having players sleep on Sleep Number’s 360 smart beds. Now, approximately 85% of Cowboys players, coaches and trainers get quality sleep, biometric data and personalized insights from the smart beds.
With this contract renewal, Sleep Number will continue to provide sleep expertise to players and staff, including access to Sleep Number’s sleep health physicians and experts.
In addition, the organizations will pair up on community relations initiatives that support cancer patients and caregivers in the 2022-23 season. This will include an October partnership with the American Cancer Society and the NFL’s Crucial Catch campaign to promote cancer prevention and care.
"Sleep Number’s relationship with the Dallas Cowboys was formed around a deeply held belief that great partnerships start with shared purpose," said Kevin Brown, executive vice president and chief marketing officer at Sleep Number. "The Cowboys are one of the preeminent football clubs in NFL history; it only makes sense that they would seek out and adopt a data-driven, sleep technology leader like us to help drive their sleep health and recovery. I’m grateful for what we’ve achieved from our partnership so far, and I look forward to what the next five years will bring,”
The company has a separate partnership with Cowboys quarterback Dak Prescott, who is the star of a new Sleep Number advertising campaign that begins Sept. 8.
The campaign, named “Data Dak,” shows how Prescott maximizes his on-field performance with the help of a Sleep Number 360 Smart Bed. It will be seen on digital platforms, streaming services and national television.
Sleep Number has been the NFL’s official sleep and wellness partner since 2018, and also has separate club-level agreements with the Minnesota Vikings, Kansas City Chiefs and Los Angeles Rams.