Sleep Number teams up with Vikings

Minneapolis-based Sleep Number Corp., formerly Select Comfort Corp., has been named the “Official Sleep Wellness Partner” of the Minnesota Vikings football team.

As part of a 10-year partnership, Sleep Number is providing individualized sleep and performance plans for players, coaches and staff. In addition, the bed brand is being integrated across a variety of platforms, including the Vikings app, its loyalty program, in stadium signage and in advertising.

“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 chief executive officer 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.”

Kevin Warren, chief operating officer of the 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 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 also has partnered with current Vikings players Pat Elflein, Terence Newman and Harrison Smith for the 2017 season to identify opportunities for improved sleep and performance.

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