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Sleep Number ( (SNBR) ) has shared an announcement.
On January 28, 2026, Sleep Number announced a three-year strategic partnership and investment deal with three-time Super Bowl champion Travis Kelce, who has used the company’s products since 2019. Under the agreement, Kelce and his company TMK Enterprises LLC will collaborate on national advertising and digital content to promote the performance and wellness benefits of Sleep Number beds, while Kelce receives cash and restricted stock units that vest over three years and commits to buying additional shares on the open market, making him one of the company’s largest shareholders with under 5% ownership. The deal deepens Sleep Number’s long-standing relationship with the NFL—where 83% of players have Sleep Number beds—and is a key element of the company’s broader effort to overhaul its marketing strategy, sharpen brand visibility and attract younger consumers by leveraging Kelce’s high profile and alignment with sleep-focused performance.
The most recent analyst rating on (SNBR) stock is a Hold with a $10.50 price target. To see the full list of analyst forecasts on Sleep Number stock, see the SNBR Stock Forecast page.
Spark’s Take on SNBR Stock
According to Spark, TipRanks’ AI Analyst, SNBR is a Neutral.
The score is held down primarily by weak financial performance (declining sales, losses, negative equity, and negative cash flow). Technicals provide partial support due to a strong uptrend versus moving averages, while the earnings call is cautiously constructive on restructuring and liquidity flexibility but still reflects significant near-term pressure and negative free cash flow expectations.
To see Spark’s full report on SNBR stock, click here.
More about Sleep Number
Sleep Number Corporation is a U.S.-based leader in personalized sleep wellness, offering adjustable-firmness mattresses, bases, bedding and bedroom furniture that adapt to customers’ changing needs. Backed by more than 40 years of innovation, over 1,000 patents and extensive sleep data, the company sells exclusively through its 600-plus stores and online platform, and serves as the Official Sleep + Wellness Partner of the NFL, underscoring its focus on performance, recovery and health-conscious consumers.
Average Trading Volume: 818,544
Technical Sentiment Signal: Hold
Current Market Cap: $228.6M
For detailed information about SNBR stock, go to TipRanks’ Stock Analysis page.