Sleep Number announced Thursday that it is the “Official Crucial Catch Partner” of the National Football League, joining in the fight against cancer.

The wellness technology company is teaming up with the NFL and the American Cancer Society (ACS) on the annual initiative to encourage greater awareness of cancer and promote early detection. 

Since 2009, the NFL and ACS have partnered through Crucial Catch, raising more than $27 million in funds for health centers in under-resourced areas of the country. During October, which is Breast Cancer Awareness Month, fans can often see players using pink towels and wearing pink cleats while the endzones are redesigned to promote Crucial Catch.

To support the initiative, Sleep Number has produced an online resource for fans to learn about how they can reduce their cancer risk and locate local cancer screening centers. The program, dubbed ‘The Defender,’ also allows people to have cancer-related questions answered through the ACS’ 24/7 chat and hotline.

Those who participate in the program and take an online assessment will receive $20 off a Sleep Number pillow through October 31.

“Championing early cancer detection and prevention initiatives through The Defender is closely tied to Sleep Number’s purpose: to improve the health and wellbeing of society through higher quality sleep,” Sleep Number CEO Shelly Ibach said in a statement. “We know that simple lifestyle changes – like prioritizing sleep – can have a meaningful impact on risks for certain types of cancers. Sleep Number is proud to join the NFL and ACS in the fight against cancer. It takes all of us to end cancer as we know it, for everyone.”

This announcement marks an expansion of partnerships Sleep Number has with both the NFL and ACS.

Sleep Number is the “Official Sleep + Wellness Partner of the NFL,” adding in a company press release that more than 80% of players in the league have a Sleep Number smart bed. The company also has a partnership with the NFLPA and a four-year sponsorship deal with Dallas Cowboys quarterback Dak Prescott.

Fittingly, Prescott is also the global brand ambassador for the ACS, which named Sleep Number the 2022 Corporate Partner of the year. Currently, the two organizations are collaborating on sleep research that seeks to establish sleep guidelines for cancer prevention and recovery, such as through providing patients and caregivers at ACS Hope Lodges with smart beds and temperature-balancing bedding.

For a February 2024 article on Sleep Number’s marketing head talking Super Bowl activations and cancer care work, click here.