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Marketing and Sponsorship

Broncos Partner With Bedding Firm Hoping To Maximize Player Performance

In an effort to improve their players' performance, the Broncos are partnering with Long Island-based bedding company Bedgear. The company offers a line of pillows and sheets that it believes is the next step in maximizing athletic performance. Company CEO Eugene Alletto said that the products not only pull heat and moisture away from the body, but the pillows are personalized to the individual’s size, sleeping style and mattress to maximize their rest. He said, “During the Olympics a few years ago, we were getting all of these athletes calling and reaching out trying to get more information and get our products. That’s what made us recognize the opportunity was to help create more edge for professionals.” He added, “We’re such a great space no one has ever tapped into.”

HEAD AND SHOULDERS: Bedgear arrived at the last day of Broncos’ camp, setting up fitting stations for the players outside of the training room. Alletto said that the players were initially skeptical of the products. Alletto: “Once they realized we weren’t there to take advantage of their names and likeness, they couldn’t wait to get in bed with us.” Alletto said Broncos coach Gary Kubiak “wasn’t thrilled” with his players’ time being taken up and Broncos Exec VP/Football Operations John Elway typically “shuts down” any distraction. Alletto said if brands are "paying big money and doing something that’s not distracting, you’ll get their engagement." Alletto: "With us, we had to earn the engagement; we had to make it voluntary.” Bedgear VP/Strategic Development Shana Rocheleau said that the players received their bedding Tuesday.

TRY IT ON FOR SIZE: Bedgear does not pursue traditional marketing and advertising tactics, instead building its brand through grassroots efforts. The company participated in the Broncos' first-ever Health & Wellness Expo educating fans on sleep quality and performance and will take part in the team’s Crush Night Out event. Rocheleau said, “We just want to put people on our beds and pillows and have them experience it the way the players experience it.” To that end, she said fans can demo the products at Sports Authority Field at Mile High on gamedays.

EXPERIENCE MATTERS: The Broncos are not Bedgear's first team partnership, as the company has relationships with the Mets, Tigers, Padres and Islanders, and sells branded merchandise for the two N.Y. teams. Alletto said that other teams have expressed interest, including the Bears. He added, “Some of the franchises believe in using the official sponsor, some of them use sponsor, some use official performance bedding, the official pillow. We don’t care. We don’t push for it when it comes to the wording.” In addition to the teams, Bedgear is endorsed by individual-sport athletes such as U.S. Olympic ski jumper Lindsey Van. However, Rocheleau said, “The Broncos are maybe the No. 1 known team in fan recognition last year. When you take a team with that sort of profile, it sets a new bar for us.”

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