Bedgear LLC, the Farmingdale maker of new-age bedding, has signed a marketing deal with the Denver Broncos, its first partnership with an NFL team, the company said.
Under the agreement signed earlier this month, Bedgear supplies team members with its customized pillows and heat-dissipating sheets.
Shana Rocheleau, Bedgear vice president of strategic development, said that the players then have the option to comment on the products on social media.
"We don't want paid endorsements," she said. "What we love is it's authentic and real."
She said that the 6-year-old company, which has sponsorship deals with the New York Mets, the New York Islanders and other professional teams, is seeking to appeal to young buyers who are unswayed by traditional marketing.
"You've got to be real these days," Rocheleau said. "It's much more credible. The mindset of the millennial is: 'I have to feel it.' Anyone can pay for ad space."
One Bronco not outfitted by Bedgear was quarterback Peyton Manning, Rocheleau said. The NFL star is a highly compensated pitchman for Gatorade, MasterCard, DirecTV and other products.
The Broncos deal also calls for in-stadium promotions like those Bedgear has held with other sports franchises. On Sunday, Bedgear set up a display of Mets-themed blankets and pillows at Citi Field, where the team wrapped up the 2015 Subway Series with the New York Yankees (and losing 11-2).
Rocheleau said that sports teams increasingly are emphasizing sleep regimens in addition to diet and exercise as a way of improving performance on the field.