2020 NBA Draft Gift Locker

The NBA Draft 2020 presented by State Farm, will be the league’s first virtual draft and the first draft held at ESPN’s Bristol, Conn. headquarters. Although this year’s draft is completely different and the first of its kind for the NBA, the league went above and beyond to make sure that NBA draft prospects received everything they needed going into tonight’s event. 58 players were asked to participate in the television broadcast which is more than double the 23 prospects who received “green room” invitations last year.

To help make the virtual NBA Draft and special night for each prospect, the NBA teamed up with Victory Creative Group to create an NBA Draft Gift Locker. 30 draft prospects received NBA Draft Gifting Lockers, featuring media kits (Microsoft Surface tablet, Beat Powerbeats Pro earbuds, iPhone with a tripod, Ring light, Beats Pill wireless speaker). The locker also includes 30 NBA team hats, personalized NBA Draft basketball, and gifts from other NBA partners including Spalding, New Era, Beats By Dr. Dre, and Oculus as well as a customized AR experience.

Take a look at the images below for a more in-depth look at the NBA Draft Gift Locker that players received ahead of the #NBADraft.

h/t NBA

2020 NFL Schedule Release Graphics

Image via CBS Sports

The NFL released the schedule of all 32 teams tonight in a three-hour program on the NFL Network, featuring appearances from Chiefs head coach Andy Reid, NFL Hall of Famer Deion Sanders, and 49ers head coach Kyle Shanahan among others.

In true sports marketing fashion, SMP wanted to bring you something a little different from our perspective. There are so many talented individuals who sit on the marketing and graphics departments for each NFL team, and this year, they did not disappoint with the schedule release graphics.

Below you will find a link to our 2020 NFL Schedule Graphics board on Pinterest where you can download your favorite teams’ schedule and save it as your wallpaper, lock screen, or post it on your Instagram Stories or Snapchat.

2020 NFL Schedule Graphics > https://pin.it/52qzCi4

Inside Mamba Sports Academy’s Marketing Goals

Mamba Sports Academy aids in developing and training athletes to the peak of their potential with the help of experts using a 360 approach including body, performance and mind training. The organization operates physical training academies, a sports focused venture lab, and a charitable foundation, called the Mama Sports Foundation.

Check out the video below, courtesy of Front Office Sports, to get an inside peak on Mamba Sports Academy, their marketing goals, and the hopeful future for the organization.

FOS Editor Ian Thomas sits down with Tzvi Twersky, CMO of Mamba Sports Academy to discuss the brand goals, the company's growth plan and the impact they plan to have. Subscribe to the FOS Daily newsletter: https://frntofficesport.com/newsletters/ Follow FOS: https://frntofficesport.com/ https://twitter.com/frntofficesport https://www.instagram.com/frntofficesport/

Video via Front Office Sports - YouTube

Athlete Branding At The Professional Basketball Combine

Estimated reading time: 3 minute 19 seconds

via PBC

Sports combines, team workouts, and various clinics and camps can be a "win or go home" marketing and brand strategy for many young athletes looking to make it to the professional leagues. Stay with me as I explain how and why.

via PBC

Over the past two days, the Professional Basketball Combine (PBC) has been taking place at IMG Academy in Bradenton, Florida, featuring LiAngelo Ball (and Lavar Ball), Brandon Sampson, Victor Sanders, Egot Koulechov, and many more great athletes. Unlike the NBA Draft Combine, the PBC gives athletes who did not receive an invitation or could not make it to the draft combine or who are not getting much attention from NBA scouts, a chance to showcase their talents for some of the top NBA teams. According to the PBC, "each player who attends has the opportunity to participate in private workouts and scrimmages, do combine testing, and interview for NBA GMs, NBA scouts, G-League personnel and overseas opportunities..."

In speaking with PBC founder Jake Kelfer before the second annual PBC event, Kelfer spoke on the success and goals of the 2017 Professional Basketball Combine. "The 2017 PBC was an incredible success, and I couldn't be more thankful for how it turned out! One of my goals was to create something that would positively impact the NBA pre-draft process, and that's exactly what we did." Kelfer would go on to state that "of the 23 players we had participate, 4 signed two-way contracts, 11 signed G-League contracts, and 8 signed international contracts. One of our players, Antonio Blakeney, even went on to win G-League Rookie of the Year."

With accomplishments that met and raised standards for the 2018 PBC, this year's event was sure to capitalize on the success of 2017 both of the court and off the court.

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Regarding brand development and awareness, the PBC, like any other performance event, should be regarded as a critical event in the marketing and branding strategy of all athletes who attend. Yes, athletes should focus on displaying their talents to the best of their abilities. However, every event that an athlete participates in should focus on reinforcing their brand.

In covering the Professional Basketball Combine from afar, I noticed how much care went into the players as they showcased their talents and how engaging the event was on social media (Instagram and Twitter) regarding video content and making sure that each player received the same amount of attention socially. This engagement is especially beneficial because it helps the athletes with their brand strategy (whether they realize it or not). I could tell that the PBC aimed to get equal exposure for all of their participants which is something you do not often find at other sports combines.

In the words of Jeremy Darlow, "brands win championships." As an athlete, your brand is on display 24/7; on the court, at an event, on social media, or walking your dog down the street. Athletes should view every second as an opportunity to document and show who they indeed are (their brand) and what better time than on one of the biggest stages of their career. Branding yourself as an athlete is one thing, but branding yourself as an athlete who understands the importance of marketing, longevity, and consistency within a career is something different, and PBC gives young athletes a chance to demonstrate that ability both on and off the court.

via PBC

via PBC

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Now, diving into the marketing and branding strategy and tactics of the PBC itself, they did not disappoint on their own accord. Being that the PBC is in its second year, I saw some great sponsors activations throughout the event.

PBC made sure to showcase their sponsors on social media with branded content such as pictures of promotional items from MVMT, the 2018 PBC official gear sponsored by Eastbay, photos featuring IMG Academy's big blue chair, and of the players enjoying HFactor Hydrogen Water. 

via PBC

via PBC

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Going back to making sure each participant had equal amounts of exposure. PBC had athletes take pictures and videos for their Instagram Story and also had the athletes sign the story. Those stories could be something that PBC adds to their archives as a first signature before the athlete makes it in the league. The Professional Basketball Combine also featured HFactor Hydrogen Water in a sponsor activation to give away an exclusive PBC jersey signed by all 24 participants. Again, developing the athletes' brand and awareness while also doing the same for the event and its sponsors.

From a sports marketing and sports business perspective, the Professional Basketball Combine did a great job including all of their athletes and helping to activate their sponsors. In just a few days, their following, awareness, and engagement grew tremendously on a local and national level, going on to show that an event with the proper marketing and branding strategy can sustain the brand of that event and its participants, locally and nationally.

For more information on the PBC and official combine stats, visit the links below. 

Pictures via @ProBBallCombine

Professional Basketball Combine

#PBC2018

PBC Founder, Jake Kelfer

Investing vs. Endorsing: The Market Is Open For Athletes

Estimated reading time: 1 minute 36 seconds

 Image via TechCrunch/TheMercury News

Look, I won't bore you with the technical aspects of how athletes are investing and their financial portfolios. I will save that for a later post. However, I will tell you that more athletes are looking at more meaningful and more sustainable solutions other than your typical endorsement deals.

In a recent interview with ESPN's Darren Rovell (linked below), Kevin Durant discusses his fondness for business, investing, and learning how to make the right moves off the court; "You have to remove the ego of it and realize that you don't know it all... So I've got to ask questions, and I've got to have an open mind to it all." Having an open mind is needed when stepping into the world of investing. Much different from endorsement deals, many athletes are focusing their attention and their money on owning a piece of a company by investing in start-ups and starting their own companies.

Earning over $55 million annually in off-court investments and endorsements, LeBron James seems to be the go-to guy for sustainable investing. Similar to Kevin Durant, LeBron James has invested in start-ups such as Beats by Dre, Blaze Pizza, and is a co-founder of the media company Uninterrupted and the production company Spring Hill Entertainment.

 Image via TechCrunch/TheMercury News

A glimpse into Kevin Durant portfolio gives us a look at investments in his Thirty-Five Media production company, Coinbase, Acorns app, and Postmates. His presence in Silicon Valley alone has grown his portfolio and has allowed him to build meaningful relationships outside of basketball. Although many fans and media personalities were not in favor of Durant taking his talents to the Golden State Warriors, it seems that it was the best off-court move he could have made.

For the entire article and interview check out the link below.

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From My Perspective:

I am all for sustainability in branding, marketing, and general business practice. Athletes who invest their money for long-term gain are more likely to see an increase in brand awareness and brand equity for years after they have ended their professional sports careers. Athletes such as LeBron James, Kevin Durant, Steph Curry, Serena Williams and many more who are investing their money in start-ups and their own venture capitalist companies and production companies, get the bigger picture.

"Don't do things just for money. Don't do things just for fame. Do things because you feel right and it feels true." - Kevin Durant

ESPN: Inside Kevin Durant's Growing Empire

CNBC on LeBron James

Sports PR Summit And Their Wooden Credentials

Estimated reading time: 1 minute 33 seconds

We are all aware of the many marketing strategies and tactics used to promote various sporting events. Well, while doing my usual scroll down Instagram Lane, I came across something that immediately caught my attention.

If you do not know about the Sports PR Summit, here is your chance come from under that rock. The Sports PR Summit presented by The Players' Tribune is an invite-only event that brings together senior PR executives from professional and collegiate sports and top sports corporations for panel discussions and invaluable networking opportunities. This year's Sports PR Summit is taking place at The Players' Tribune headquarters in New York City as I write this article.

However, the location or presenting sponsor is not what caught my attention. Something unique and, what I presume, soon to be trending is what made me stop, like, and screenshot.

This year, with the help of their branding director Cameron Sandage, the Sports PR Summit included one-of-a-kind wooden credentials for everyone that registered before May 1st. This unique keepsake credential, made by Swing Shift Studios, is a piece of wood engraved with the Sports PR Summit and The Players' Tribune logos with the name, title, affiliation, and role the individual. Talk about branding and marketing done the right way.

While continuing my stroll down Instagram Lane and searching #SportsPRSummit, I noticed how trending the wooden credentials were. Although this is not the first time the Sports PR Summit has distributed wooden credentials, I'm sure this branding and marketing tactic will catch on with other events in the near future.

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https://instagram.com/p/BjFNSWIh6ML/?utm_source=ig_embed

Fun Fact:

16 minutes into the 2018 Sports PR Summit, #SportsPRSummit was the No. 1 trending hashtag on Twitter. Via Founder and CEO Brian Berger

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From My Perspective:

Branding and marketing (done the right way) are a significant part of event planning and execution. If you have been to many events, especially those surrounding sports, you know that your credentials are the one thing that you can hold on to as a memory of the event. Plus, everyone loves seeing and showing off his or her name on an event badge to get that extra sense of importance.

Something as small as an event badge, lapel pin, bracelet, or notebook, when customized, can make a significant difference in how people perceive your event and if their willing to share all the cool things they get, with everyone on social media.

For more information on the Sports PR Summit be sure to visit the links below.

#SportsPRSummit | @SportsPRSummit | @BrianBergerPR | @SwingShiftStudio

Sources: Sports PR Summit

3 Things Every Sports Marketer Should Know

Estimated reading time: 2 minutes, 55 seconds

Many people overcomplicate what it means to be a marketer. Simply put, marketing is promoting and selling. No matter what industry you are in or what company you work for, as a marketer you are hired to promote and sell a product, brand, client, proposal, or even a business.

In deciding to take the journey of being a sports marketer, there were so many things I thought I knew but had no clue about. I came to learn that there are a few things you should always stay up to date on and as I say, ahead of everyone else on. Below are three things that every marketer should be ahead of the game on when starting your journey or as you continue your education and career.

1. Who and Why

It is important to understand the target market and target audience. Know your audience's names, know how many kids they have and their kid's names, and know how much they paid on a slice of pizza at the downtown movie theater when they went to see Black Panther for the third time. Seriously, as sports marketers, we are of no need if we do not know who we are promoting and selling (marketing) to, why we are marketing to them, and why they even care that we are marketing to them. Know your audience, become your audience, and be able to predict their next move. Be of the market while also understanding the market. 

2. Trends

The sports industry is continuously evolving. From new technology to emerging competitive sports such as esports. There are also constant changes in the relationship between the sponsee and sponsor as new trends come in and old trends are faded out. Staying updated on trends within your industry surrounding technology, target audience, and sponsor objectives are vital as a sports marketer. Continually educating yourself on what’s going on in your industry and in other sectors (directly or indirectly related) will take you a long way in the world of sports. 

3. Emotional Accounts Over Bank Accounts

One of my favorite quotes about sports business is a quote by Peter Guber which states, “We are in the emotional transportation business.” We should all know that the end goal is to increase revenue and gain the most ROI (return on investment) and ROO (return on objective) for our teams, clients, sponsors, and businesses. But to increase that bottom line, we have to understand the importance of aiming at the emotional account, not the bank account.

If you are marketing a team, a new product, a new idea, or even a player, you have to engage your target audience. The best way to engage someone is to establish an emotional connection between that person and what you are trying to promote and sell (refer back to one and two). Once you have gained the attention, time and effort of your audience (the emotional account), they are willing to spend more for the better seats, stay at the arena longer, or make a donation at a community event sponsored by your team (the bank account).

After you have tapped into their emotional account, now you have open opportunity to make them participants and owners of your process and your product.

“You fail if they’re passengers, they have to be participants” - Peter Guber

Although this article was written with the Sports Marketer in mind, this article can also serve as a reference for anyone who is pursuing a career or is in the marketing or business industry.

Mercedes Benz Activates and Innovates

Estimated reading time: 2 minutes and 5 seconds

via Mercedes-Benz

As sports fans, we all enjoy some level of competition especially when it’s paired with a good challenge. Well, Mercedes Benz gives us the best of both worlds.

With their Last Fan Standing contest, Mercedes Benz activates on their NFL sponsorship in a way that’s innovative and tech-savvy. The Last Fan Standing contest gives fans the chance to win a brand new Mercedes-AMG C 43 Coupe (pretty nice and fast car), from the comfort of their home.

For fans to enter the contest, they are required to use their Smartphone to log in to LastFanStanding.mbusa.com during the registration period. Once registered, contestants will have the opportunity to invite others to participate in the contest by sharing a link on Twitter. Of course, Mercedes Benz wants as many people to share and join the competition as possible. Even if contestants don’t get anyone else to participate, they have now become an official marketer for Mercedes Benz, and this includes the perk of receiving a five-minute “Timeout” (I’ll explain below) for sharing that link on Twitter.

After completing the registration process, contestants will be taken to the contest page to demo the game and wait for the Last Fan Standing contest to start. Here is where the challenge comes into play. During the contest, contestants must keep their finger on the car, at all times, as it moves across the screen. Yes, you read that right. If for any reason you are not able to keep your finger on the car on your screen you will be disqualified. The only breaks you will get are during a Timeout (this is where that free Timeout comes in handy).

From My Perspective

This contest is a great and innovative way to take the traditional Last Fan Standing contest and transform it into something that provides fans with ease of use, comfort, and convenience, all of which are excellent benefits for those who chose to participate in this contest. Being attached to Mercedes Benz also comes with a level of social prestige which is another benefit that Mercedes in providing fans and contestants with by entering and potentially winning this contest.

Mercedes Benz has come up with a great way to connect sports fans with their brand. Albeit, it’s going to take some effort to win the prize, but like I said sports fans love a competitive challenge.

I would love to hear your thoughts on this sponsored activation. Would you take part in a contest like this? Leave your comments below.

Sources: Mercedes Benz USA

Adidas Sneakers Give Berliners a One-Year Pass to their Mass Transit System

Reading Time: 1 minutes, 43 seconds

Via Adidas/BVG

Adidas is all about innovation and creativity, and one of their latest sneakers checks both of those boxes.

With the limited edition EQT Support 93/Berlin, Adidas has created a shoe that not only provides support for one’s feet but also provides a one-year pass to the city’s mass transit system known as the BVG.

In her explanation to the Guardian, Petra Reetz (spokeswoman for BVG) stated “The motivation behind the collaboration is really to get young people on to public transport… in a big city like Berlin, the quality of life and quality of the air are important. We wanted to tell young people public transport is cool – you don’t need to buy a car.”

Not only is this collaboration an attempt to make public transport cool and relevant, but it is also an attempt to modernize the BVG and the culture of public transport. As Berlin’s transportation system turns 90 this year, this collaboration with Adidas is a great attempt towards rebranding the BVG.

Via Adidas/BVG

While also appealing to footwear collectors with limited pairs sold (only 500 were made) and with their unique BVG-inspired look, the EQT Support 93/Berlin also appeal to people seeking a significant discount on Berlin’s yearly public transport system. Currently, the cheapest option is around 728€ ($893). But the sneakers, which double as transit passes, sell for 180€ ($220).

As far as the technology that is used to produce the transit pass within the sneakers, the pass is embedded in the tongue of the sneakers and doesn’t involve any over-the-top technology. 

Via Adidas/BVG

How this technology will work in practice is unsure. However, people won’t have to take their shoes off to scan them. Berlin public transport is honor system-based, with occasional security checks. But rules around using the shoes as a pass are strict: You must have both shoes on your feet when you expect to use them (as opposed to giving one to a friend and having one in your bag).

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From My Perspective

This is a great move by Adidas and an even greater move by Berlin and the BVG. Not only does this collaboration bring a new feeling to the 90 year old BVG, but it also helps sustain Berlin's public transport system beyond its years. By collaborating with Adidas, BVG is setting the tone for other cities to involve more of their culture and staples with a new and current generation in regards to style/fashion and technology. 

The EQT Support 93/Berlin went live on January 17, 2018, and sold out on the first day. The BVG transit pass will last until December 31, 2018.
 

Sources: AdWeek | The Guardian

NBA All-Star Draft Should Be Televised… Here’s Why

Reading Time: 2 minutes and 33 seconds

NBA All-Star

The Inaugural 2018 NBA All-Star Draft took place January 25th, but without the proper recognition, many think it should have gotten.

The only thing missing from the All-Star Draft was the fact that the fans didn’t get to witness this exchange, similar to playground picks at recess, between Steph Curry and LeBron James.

Would a televised All-Star draft have made a difference in how Curry and James filled their rosters? We’ll never know the answer to that question. However, there are a lot of opportunities that the NBA missed out on by not televising the All-Star Draft. Here are some of the most significant missed opportunities from my perspective:

Marketing and Sponsorship Opportunities Galore

When it comes to the sports marketing perspective (see what I did there?), the opportunities were/are endless. The NBA is a growing global brand that has other companies throwing themselves at the chance to partner with a mature and advancing sports league. 

By televising the All-Star Draft, the NBA could have capitalized on partnering with other brands and companies that can help them push their objectives of innovation, global growth, and sustainability to the next level. Not to mention, the ROI and the amount of revenue that the NBA could have generated from naming rights, title sponsorships, or presenting sponsorships.

New Wave of Digital Marketing

With their recent partnership with Twitch TV and their collaboration with Next VR, the NBA has a digital media/streaming platform and a virtual reality platform in the palm of their hands.

Since partnering with Twitch TV to live stream NBA G-League games, I’m sure Twitch and the G-League have seen a significant rise in subscribers and their overall brand and media value. The NBA can cater to their innovative nature by involving Twitch and Next VR and other tech brands with the NBA All-Star Draft in ways that are unique to each company.

Leverage for Existing TV Contracts

Televising the All-Star Draft would merely add another revenue stream for the NBA, through the sponsorship and marketing deals mentioned above. However, a televised All-Star Draft would also present the NBA with leverage when negotiating future cable and network television contracts.

If the NBA All-Star Draft proves to be a successful televised event, the NBA opens themselves up to receiving competing bids for the All-Star Draft TV rights.

Activations and Live Events

Similar to the NBA Draft, the NBA All-Star Draft could have the potential to become an in-demand live event - this would lead to the NBA being able to sell tickets to the All-Star Draft. 

Having a live event would also open the floor for sponsors/partners to activate their NBA sponsorships. By giving sponsors and partners another event and platform where which to activate, the NBA can fulfill their business objectives and also keep their partners, sponsors and stakeholders happy.

The NBA All-Star Draft is a step in the right direction, and it takes the monotony out of the NBA All-Star game. The possibility of broadcasting the All-Star Draft in the future will better the league, and it would give us fans that other form of rivalry and competition what we’ve been waiting for from the NBA.

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2018 NBA All-Star teams

Team LeBron roster

Starters

DeMarcus Cousins, Pelicans (injured)

Anthony Davis, Pelicans

Kevin Durant, Warriors

Kyrie Irving, Celtics

LeBron James, Cavaliers

Reserves

LaMarcus Aldridge, Spurs

Bradley Beal, Wizards

Andre Drummond, Pistons (replacing Wall)

Paul George, Thunder (replacing Cousins)

Kevin Love, Cavaliers (injured)

Victor Oladipo, Pacers

Kristaps Porzingis, Knicks

John Wall, Wizards (injured)

Russell Westbrook, Thunder

Coach

Dwane Casey, Raptor

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Team Stephen roster

Starters

Giannis Antetokounmpo, Bucks

Stephen Curry, Warriors

DeMar Derozan, Raptors

Joel Embiid, 76ers

James Harden, Rockets

Reserves

Jimmy Butler, Timberwolves

Draymond Green, Warriors

Al Horford, Celtics

Damian Lillard, Trailblazers

Kyle Lowry, Raptors

Klay Thompson, Warriors

Karl-Anthony Towns, T'wolves

Coach

Mike D'Antoni, Rockets

Sources: SI | SB Nation

Cupcakes, Peanut Butter, and Jelly - Bring Back The NBA Nickname Jerseys

Reading Time: 2 minutes 31 seconds

via NBA/SI

During the 2013-2014 NBA season, the Miami Heat and the Brooklyn Nets debuted their highly anticipated ‘nickname jerseys” that featured the easily recognizable nicknames of the players on each team.

From “King James” to “The Truth,” the nickname jerseys were a favorite among the fans, and it brought something different to the court. So why not bring the nickname jerseys back? I’m not sure what the sales statistics were for those nickname jerseys, but I do know that bringing those jerseys back to the court has the potential to create more loyalty and engagement from fans and players - here’s how:

Fan Engagement

Social media is even more prevalent and powerful than it was in 2013 and 2014. If the NBA was to bring back the nickname jerseys, there are many areas and platforms they can use to involve its fans in the process. For starters, the NBA could host a social media contest to see which teams or athletes the fans think have the best nicknames. A social media contest could also involves one of their sponsors and include game tickets or meet and greets as giveaway prizes.

Player Engagement

While making sure to involve the fans, the NBA cannot leave out its players. After all, it is their nickname that’s going on the back of the jerseys.

Involving the players is an important step the NBA should take in making sure that their key stakeholders are happy with the process of bringing back the nickname jerseys. Asking some of the top players what nicknames they prefer over others and if they would be interested in the release of their nickname jersey would set an excellent tone for the NBA and give the players and fans what they want. 

New Jerseys, Old and New Nicknames

Via SI

With this year's jersey partnership with Nike and the inclusion of the jersey sponsor patches, the NBA can give fans a nickname on a newly branded jersey. “King James” on a Nike jersey with a Goodyear logo patch would probably be more appealing given his partnership with Nike and that his hometown is in Cleveland.

Also, with the variously themed jerseys that Nike has released this season, it would pretty cool to see some of the cool nicknames on those equally cool jerseys.

There are some new, old, creative and personality-driven nicknames that I’m sure fans would love to see their favorite players wear and that fans would buy if they were on a jersey. Here are some of those nicknames:

- Chef Curry
- Peanut Butter
- Jelly
- The Unicorn
- Splash Brother 1
- Splash Brother 2
- The Brow
- Boogie
- Cupcake
- The Greek Freak
- Uncle Drew
- Swaggy P
- The Beard

Sidebar: Just think if Nike released a “Black Mamba” or “Mamba” Kobe jersey or a “Big Fundamentals” Tim Duncan jersey… Those would sell like $.99 hotcakes.

In the spirit of wishful thinking, Nike, the NBA, and the jersey patch sponsors could all benefit from bringing back the nickname jerseys. If it’s bound to happen, let’s hope it’s sooner rather than later (while some of the top players are still on their current teams).

Sources: SI | SB Nation

SLEEP NUMBER AND NFL ANNOUNCE GROUNDBREAKING PARTNERSHIP

via Sports Marketing Perspective

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

Sleep Number named the Official Sleep and Wellness Partner of the NFL

Minneapolis, MN – Jan. 31, 2018 – Today, Sleep Number and the National Football League announced a multi-year partnership aimed at helping to improve players' performance by maximizing the benefits of a great night of sleep. Through this partnership, every player in the league will be offered a Sleep Number 360™ smart bed with SleepIQ® technology. Sleep Number will work with players, teams and trainers as they integrate sleep insights into their overall performance regimens.

"We are constantly assessing world-class technologies and partners and know this unprecedented partnership will provide players the ability to improve their performance through individualized, smarter sleep," said Roger Goodell, NFL commissioner. "We're offering Sleep Number's revolutionary technology to maximize the body's most basic need for renewal – sleep – to improve the well-being of our players and coaches."

The effortless adjustability of Sleep Number smart beds together with the advanced biometrics of SleepIQ technology will help players understand how better sleep impacts their on-the-field performance. The partnership will also leverage Sleep Number's expertise in the impact of sleep on overall health and performance, while further strengthening the company's already comprehensive sleep data insights.

"We're excited to make a difference for these world-class athletes as they benefit from our SleepIQ technology and the effortless adjustability of our beds. And we are thrilled to be entering a long-term partnership with a performance-based organization like the NFL," said Shelly Ibach, Sleep Number president and chief executive officer. "Our partnership builds off the deep relationship we've established with the Minnesota Vikings and the Dallas Cowboys, who understand the connection between sleep, training and performance."

As part of their joint commitment to improve sleep for the entire NFL, the two organizations will:

• Offer all active NFL players Sleep Number 360 smart beds – because what you sleep on directly impacts sleep quality and performance.  

• Work with players, teams and trainers to integrate sleep insights into their training.  

About Sleep Number Corporation

As the leader in sleep innovation, Sleep Number Corporation (NASDAQ: SNBR) delivers the best quality sleep through effortless, adjustable comfort and biometric sleep tracking. Sleep Number is a visionary in health and wellness, proving the connection between quality sleep and wellbeing. With its powerful SleepIQ® technology platform, powering one of the most comprehensive databases of biometric consumer sleep data in the world, Sleep Number is fundamentally changing the way we monitor and manage health. To experience better quality sleep, visit one of the over 550 Sleep Number® stores located in all 50 states or SleepNumber.com. For additional information, visit our newsroom and investor relations site.

3 Things Bose Isn't Doing With The NFL That They Should

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Bose/NFL

Bose has been the official headphone sponsor of the NFL since 2011, but if you don’t pay close attention to the sideline, you would never know it.

These days, being an official sponsor of a major brand or sports league such as the NFL means more than just slapping your name next to theirs on a commercial or any promotional material or marketing collateral. Being an official sponsor also means that you have the right to use the likeness of the company you are sponsoring in any way that isn’t counterproductive to the objective of the sponsorship. 

If you are not familiar with anything I’m saying, let me break it down a little. Being an official sponsor gives you the rights (in most cases) to use the logo, colors, etc. of the company you are sponsoring in any of your promotional efforts. By obtaining these rights, you can use the logo, name, colors, etc. to leverage your sponsorship through various activations (going beyond what the company you are sponsoring already does).

There’s a definite lack of activation and creativity taking place on the part of Bose, but I figured I’d help them out with some creative ways they can engage their fans and create loyalty by leveraging their NFL sponsorship.

1. Get In Front of The Athletes and Fans

Yes, Bose, you’re the official sponsor of the NFL, but the athletes and fans couldn’t care less. In 2014 the NFL decided to make it a public statement that they have banned players and coaches from wearing any brand of headphones - other than Bose - interviews and on-camera appearances. Of course, this is to protect the sponsorship, but Bose should feel free to use it to their advantage.

Start giving away free headphone to all the players in their team colors. Get in front of the fans by giving away headphones to season ticket holders or the first 1,000 people that come into the stadium. Get in front of the athletes and the fans by connecting that memorable game or funny, yet controversial, press conference with your sponsorship. This creates loyalty and makes your products memorable.

2. Seek Out Players Who Are Not Sponsored

via Bose

This seems like a no-brainer, but why aren’t they doing it. Bose has the leverage, and with the NFL banning all other brands of headphones, that makes Bose’s job that much easier.

Currently, Bose has 13 NFL players on their #TeamBose roster including Russell Wilson (SEA), Larry Fitzgerald (AZ) and Landon Collins (NYG), but they could always add more. NFL players have no choice but to wear Bose headphones during televised interviews and appearances, so give them sponsorship and make sure they have Bose headphones to wear during those interviews and appearances. 

Bose should be actively seeking one to two players on every NFL team who are looking for, or lacking, an audio sponsor and grab them as soon as they can. This not only provides Bose with a walking advertisement on and off the field, but it also brings them more media value and increases the number of impressions (people seeing) their brand/product. Not to mention, this widens the playing field when it comes to other sponsorship opportunities (summer camps, events, and parties hosted by players and more).

3. Use Social Media The Right Way

Everything is happening on social media, and if you aren’t using it to leverage your sponsorships, you’re being lapped in the race. Bose, it’s time to ask the NFL to slap your logo on a social media graphic, or it’s time for you to put their logo on one of your social media graphics. You’re the official sponsors, use that logo everywhere you see fit (within reason of course). 

These days a social media mention can be worth thousands of dollars. At the price Bose is surely paying the NFL for their sponsorship, it shouldn’t be a problem for the NFL to place Bose’s logo in the corner of a social media graphic.

According to Blinkfire, a similar social media graphic used by the Utah Jazz including the Chick-Fil-A logo awarded the fast-food chain an estimated media value of $3,800. Almost $4,000 for simple logo placement.

All-in-all, it isn’t the job of the sponsee (NFL) to activate the sponsorship on behalf of Bose or anyone else that is a sponsor. The NFL is letting Bose put their headphones and audio equipment on the sideline, which is more than enough for the NFL to do. But now, Bose and their marketing team are tasked with activating the sponsorship and leveraging the NFL’s likeness as much as they can to increase the value of their sponsorship and the loyalty of their fans and NFL fans. 

Sources: Bose | The Verge