As the San Francisco 49ers learned the other day, it’s important to get a good night’s sleep ahead of the biggest game of the year.

Perhaps no company knows that better than Sleep Number, the wellness technology brand that serves as the official sleep and wellness partner of the NFL.

The company has a deep relationship with the league and claims more than 80% of active players on an NFL roster sleep on Sleep Number beds.

In addition to its years-long partnership with the league, which it reupped for an additional five years just prior to Super Bowl LVII last year, the brand has relationships with the Los Angeles Rams, Dallas Cowboys, Minnesota Vikings. 

Sleep Number also has a relationship with the Kansas City Chiefs, who will be competing in Super Bowl LVIII in Las Vegas on Sunday.

Ahead of the big game, Kevin Brown, EVP and chief marketing officer at Sleep Number, told MM+M that the company has been leaning further into its well-established connection with the NFL. 

On Wednesday, the company presented the Crucial Catch Live event that featured a 50-minute panel discussion dedicated to prostate cancer among male patients.

Sleep Number also enlisted its lineup of star players like Dallas Cowboys quarterback Dak Prescott, Cincinnati Bengals wide receiver Ja’Marr Chase and Minnesota Vikings wide receiver Justin Jefferson to discuss the positive impact of quality sleep in media appearances on Radio Row this week.

All of this is part of what Brown calls a concerted effort to further raise the profile of sleep health and reach its target audience of people between their mid-30s to their mid-50s.

“Before we did the NFL partnership, understanding the impact of sleep on your health and wellbeing wasn’t as mainstream as it is today,” he said. “Consumers are a lot more tuned in to the messaging because it’s relatable: everybody sleeps every night.”

Like some other health and wellness brands, Sleep Number is pivoting its advertising to emphasize the broad applicability of its products beyond professional athletes. Brown said the company is striving to ensure sleep health is a priority for consumers across the board.

Beyond its activations at the Super Bowl, Sleep Number also joined the fight against cancer in the fall, signing on as the “Official Crucial Catch Partner” of the NFL and collaborating with the American Cancer Society’s (ACS) annual initiative to encourage greater awareness of cancer and promote early detection.  

By participating in the effort, the company produced an online resource — dubbed “The Defender” — for fans to learn about how they can reduce their cancer risk and locate local cancer screening centers. 

The company also unveiled a promotion earlier this week that for every ComfortFit pillow sold, the company will send an extra one to the customer and donate another to the ACS’ Hope Lodges.

Brown said sleep health is a significant factor for patients being treated for cancer and that the company has worked to establish global sleep guidelines for cancer survivors. He added that the organization saw this as an opportunity to fulfill its corporate social responsibility mission, raise awareness for cancer and support patients on their treatment journey. 

Given that rest intersects with so many other facets of health, Brown implored people to consider the options available to them for the best level of sleep possible.

“My message for the audience is that what you sleep on matters and that’s not an area to sacrifice or feel like you can’t afford it when you need that quality of life,” he said.