---
schema_version: "secwatch.filing_event.v1"
accession: "0000827187-26-000003"
form_type: "8-K"
ticker: "SNBR"
cik: "0000827187"
company_name: "Sleep Number Corp"
filed_at: "2026-01-28T23:59:59+00:00"
generated_at: "2026-05-16T07:15:27.413429+00:00"
event_type: "other_material"
sentiment: "positive"
materiality_score: 0.6
calibrated_materiality_score: 0.6
confidence: "high"
source: SEC EDGAR
---

# Sleep Number signs 3-year brand deal with Travis Kelce; Kelce to become top shareholder under 5%

## Summary
- Travis Kelce will be featured in Sleep Number national ad campaigns, including TV and digital content.
- Kelce will acquire common stock on open market and receive RSUs vesting over three years.
- Kelce will become one of Sleep Number's top shareholders with under 5% ownership.
- 83% of NFL players have a Sleep Number bed, underscoring brand's NFL partnership since 2018.
- Partnership is part of a broader marketing offense to attract younger consumers.

## SEC filing metadata
- accession: 0000827187-26-000003
- form_type: 8-K
- ticker: SNBR
- cik: 0000827187
- company_name: Sleep Number Corp
- filed_at: 2026-01-28T23:59:59+00:00
- event_type: other_material
- sentiment: positive
- materiality_score: 0.6
- calibrated_materiality_score: 0.6
- confidence: high
- sec_items: 7.01, 9.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/827187/000082718726000003/0000827187-26-000003-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/827187/000082718726000003/snbr-20260128.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0000827187-26-000003
- JSON: https://secwatch.observer/filing/0000827187-26-000003.json
- Plain text: https://secwatch.observer/filing/0000827187-26-000003.txt

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.