Travis Kelce is getting into bed with a new investment.

The Kansas City Chiefs star (and fianc of a certain global pop star) has become an investor and strategic partner in Sleep Number, the publicly traded bed company.

Sleep Number says that Kelce will become one of the companys top shareholders (though he will hold less than 5 percent of the company) after acquiring stock in the open market and being granted RSUs that vest over three years. Kelce will also star in national marketing campaigns for the brand over that three-year period. The company says that Kelce has been using its products since 2019.

Im intentional about where I invest and the brands I align with. Ive slept on a Sleep Number bed for years, and its been a constant through different seasons of my career and life, said Kelce in a statement. The ability to adjust the bed as my recovery needs change is something Ive personally relied on, and its why becoming an investor felt like a natural next step. This partnership reflects my confidence in where the company is headed and the growing opportunity around sleep.

Travis Kelce brings a winning mindset on and off the field. He understands first-hand the importance of sleep in everyday performance, especially in recovery, said Linda Findley, Sleep Number President and CEO. Travis passion for and awareness of the health benefits of sleep, combined with his business acumen, will be a helpful accelerator of our work as we continue to share our story and attract new, younger consumers to the brand.

Kelce is still active in the NFL (though retirement rumors have lingered over the last few months), but he has been busy building out a portfolio of investments and businesses outside of the league.

In addition to Sleep Number, Kelce is an investor in the beverage brand Garage Beer (alongside his brother Jason), and last year he partnered with the activist investor Jana Partners to push for change at Six Flags, the theme park company that owns Knotts Berry Farm, Cedar Point and Six Flags amusement parks across the country.

And the Chiefs star (in addition to moonlighting in films like Happy Gilmore 2) and his ESPN commentator brother also host a lucrative podcast for Amazons Wondery called New Heights.

Kelce is represented by 3 Arts Sports