Travis Kelce just made a major off-field move that shows he’s thinking far beyond the NFL

Like always, Travis Kelce isn’t just winning on the field, he’s winning in business too. The three-time Super Bowl champ has officially become a strategic partner and investor in Sleep Number Corporation, the smart mattress and sleep tech company. That means Kelce won’t just be promoting beds, he’ll also have skin in the game as a shareholder and will star in national ads over the next three years.This partnership is part of Sleep Number’s bigger push to reach more customers, especially younger folks, and Kelce’s involvement is a major piece of that strategy.Kelce is now a strategic partner and investor in Sleep Number. He’ll be featured in national advertising campaigns from TV commercials to social media content for at least the next three years. As part of the partnership, Kelce is buying Sleep Number stock on the open market and will receive restricted stock units that vest over the three-year deal.After all that, he’ll be one of the company’s top shareholders with under 5% ownership.So this isn’t just a promo deal, he’s tied to the brand’s long-term success.Sleep Number isn’t new to athlete partnerships, it’s been the Official Sleep + Wellness Partner of the NFL since 2018 and claims that 83% of NFL players have a Sleep Number bed.But bringing Kelce onboard boosts its cultural clout. He’s not only one of the most recognizable players in the league, he’s also a huge influencer off the field with fans across sports and pop culture. Sleep Number’s CEO said Kelce’s “winning mindset on and off the field” and understanding of the importance of rest and recovery will help the brand connect with younger consumers.Kelce didn’t join this just for clout, he’s been a Sleep Number customer since around 2019 and has publicly talked about how the product helps his performance and recovery.In his own words, sleeping on a Sleep Number bed “felt like a natural next step” for him as an investor, because he’s relied on it in different phases of his career and life.This isn’t Kelce’s first business move. He’s been expanding beyond football for a while now including stakes in other companies like amusement park chain Six Flags.With this Sleep Number deal, he’s stacking brand partnerships with actual equity, not just ads. That means he earns from brand success + visibility, a savvy move for someone building out a career past his playing days.