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Forget Super Bowl TV Deals — Mattress Brands Want in on the Action This Year

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. In the lead-up to the big game (we’re talking about the annual celebration of sport and chicken wings called the Super Bowl, of course), tech companies the likes of Samsung, Vizio, Roku, and LG have been known to host some of their biggest TV sales ever — comparable to the deals seen during Black Friday, if not juicier. The rationale? Before the second Sunday of February each year, devoted fans are eager to upgrade their TV setups to something newer, brighter, and sharper for mimicking the feel of the actual stadium: in pixel form, of course. Now, though, it seems like they want nothing more than deeper sleep after cheering on their favorite team (and worrying about losing those eleventh-hour bets) — with sleep companies, out of all things, embedding themselves in the NFL space by running big-ticket, celebrity-studded Super Bowl ads, hosting major Presidents’ Day sales, and even… tapping the biggest names in football as investors? In 2026, this was exactly the case with mattress and bedding giant Sleep Number, which unexpectedly signed on Travis Kelce as its newest strategic partner and

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