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Select Comfort Corp., which is changing its name to Sleep Number Corp. when it moves its headquarters from Plymouth to Minneapolis at the end of October, has signed a 10-year partnership with the Minnesota Vikings this week to be the football team’s “Official Sleep + Wellness Partner”.

“As a company founded on sleep science and innovation, we know that quality sleep has a profound effect on wellness, performance and recovery,” said Shelly Ibach, president and CEO of Sleep Number in the company’s release.

In separate agreements Sleep Number is also partnering with three Vikings players, center Pat Elfein; cornerback Terence Newman; and safety Harrison Smith for the 2017 season.

Sleep Number carefully choose a rookie – Elfein, a veteran – Newman, and a player in the prime of their career – Smith, to see what differences they have in sleep habits and performance.

For the team Sleep Number will provide individualized sleep-and-performance plans for Vikings players, coaches and staff. Advice will be tailored to the team each week depending on where and when they play.

Those plans include advice on establishing good sleep habits including rules on caffeine consumption, avoiding large meals right before bed and advice on keeping screen-time - checking smart phones, tablets, computers and television screens – out of their sleep routines.

Good sleep is important in physically demanding sports. “They really need good sleep to totally recover,” said Sarah Reckard a spokesperson for Sleep Number.

Sleep Number can draw on its deep archives of sleep research, science and data for tailored advice. That advice might be most critical for the team’s trip to London for a game on October 29. “Sleep and jet lag can impact athlete’s performance,” Reckard said.

“We strongly believe in evaluating the importance of sleep and the benefits of appropriate and healthy sleep, particularly as it relates to successful human performance,” said Vikings Chief Operating Officer Kevin Warren in a release.

Elflein, Newman, and Smith were given the company’s new Sleep Number 360 smart beds earlier this year and have been using the bed’s Sleep IQ technology to gain personal insights on improved sleep and performance.

Professional athletes are accustomed to measuring all aspects of their life including counting calories and workouts. Reckard says Elflein, Newman and Smith have welcomed the feedback they’ve been getting on the eight hours of the day they haven’t measured before. And they are using the adjustability of the bed – either the firmness of the mattress or their bedtime routines, depending on their workouts, practices or games.

As part of the deal the Sleep Number brand will be integrated across a variety of Vikings team marketing platforms, including the Vikings app, loyalty program, U.S. Bank Stadium/Vikings game day signage, Vikings game day broadcast media and community events.

The company did not disclose how much it paid for the Vikings partnership.