Sidley Represents Sleep Number Corporation in Strategic Partnership With Travis Kelce

Sidley represented Sleep Number Corporation in connection with its strategic partnership with three-time Super Bowl champion and National Football League (NFL) star Travis Kelce. Through this partnership, Sleep Number and Kelce will work together to share Kelce’s Sleep Number journey and the effects Sleep Number products have had on his performance, recovery, and overall well-being. Mr. Kelce has become a strategic partner and investor in Sleep Number Corporation, acquiring an ownership position and aligning with the company’s long-term growth strategy. As part of the agreement, Mr. Kelce — a longtime customer of Sleep Number products — will also support the company’s brand and market initiatives going forward. This collaboration is a natural extension of Sleep Number’s deep engagement with the NFL.

Since 2018, Sleep Number has served as the Official Sleep + Wellness Partner of the NFL, a nine-year relationship leveraging players, team partnerships, and league-wide initiatives to drive brand visibility, consumer connection, and cultural relevance.

The Sidley deal team was led by Emily Zipperstein and George Hunter (M&A), and included Nicolette Gelnak (Private Equity), Corey Perry, and Amanda Casanueva (Employee Benefits and Executive Compensation).