Travis Kelce of the Kansas City Chiefs looks on prior to the game against the Las Vegas Raiders at Allegiant Stadium on Jan. 4, 2026. (Photo by Candice Ward/Getty Images)
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Travis Kelce, the fiancé of Taylor Swift, has taken his relationship — with Sleep Number that is — to the next level.
A spokesman for the bed and bedding accessory company since 2019, the Kansas City Chiefs tight end is now a major investor.
Kelce is one of Sleep Number’s top shareholders with under 5% company ownership.
As part of the strategic partnership, Kelce has acquired common stock in the company on the open market and was granted compensatory restricted stock units that will vest over the initial term of the relationship while subject to customary vesting conditions.
“I am the mattress man,” Kelce said on his New Heights with Jason & Travis Kelce podcast.
A fan of Sleep Number since he first became a spokesman, Travis has given some products to his father, Ed. The future Hall of Famer said his personal sleep number is 66 or 67 and that he sleeps on his back on Sleep Number mattresses.
The official sleep and wellness partner of the NFL, Sleep Number has another NFL superstar as a spokesperson in Minnesota Vikings wide receiver Justin Jefferson, who currently appears in televised commercials. But Kelce is also an investor in Sleep Number.
“The relationship that we have with Travis is unique,” Amber Minson, the executive vice president/chief marketing officer of Sleep Number, exclusively shared.
As part of their unique partnership, Kelce, who already started posting on social media about Sleep Number, will be featured in Sleep Number’s national advertising campaigns, including new TV commercials, which should run in late summer.
Swift will not appear in the ads; the contract is exclusive to Kelce, and that brand partnership has a three-year deal.
Chiefs Kingdom is wondering what the 36-year-old tight end will do this coming year. Will Kelce, who was the Chiefs’ leading receiver last year with 851 yards, re-sign with Kansas City or retire?
“We’ve prepared for either scenario,” Chiefs general manager Brett Veach said Tuesday at the NFL Combine. “Travis is the best. He’s an icon and hopefully he comes back, and we’ll just let that process play out.”
For those looking to read the tea leaves, Kelce’s partnership with Sleep Number isn’t necessarily a sign he’s returning to the NFL. He would be a valuable asset to the company whether he’s an active player or retired.
“I want to continue to showcase people in all phases of their lives,” Minson said, “whether that is as a professional athlete or as just someone who cares deeply about their health and well-being.”
Sleep Number is part of Kelce’s growing business portfolio, which includes investments in Club Car Wash, Garage Beer, BWT Alpine Formula One team, Thorne supplements, Groff Tractor & Equipment (a John Deere company), Walters Wedding Estates, Kodiak breakfast company, Olipop prebiotic soda, Six Flags amusement park and Real Truck, a truck accessories company.
“I’m intentional about where I invest and the brands I align with. I’ve slept on a Sleep Number bed for years, and it’s been a constant through different seasons of my career and life,” Kelce said in a statement. “It’s why becoming an investor felt like a natural next step.”
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