Markets 
Buffalo Bills star quarterback Josh Allen understands that recovery is just as important as training.
The 2024 NFL MVP said quality sleep plays a critical role in helping him perform at his best, which is why he and Natrol announced an expanded partnership Wednesday.
As part of the collaboration, Allen will incorporate Natrol Ultra Sleep and Natrol Ultra Energy into his overall wellness routine. According to the company, Natrol is a drug-free sleep aid brand.
CLICK HERE FOR MORE SPORTS COVERAGE ON FOXBUSINESS.COM
In an interview with FOX Business, Allen spoke about the importance of how much of a role sleep has played in his football career.
“As we all know, quality of sleep, it’s not a luxury. It’s the foundation of overall performance,” Allen said. “Now being a dad, it’s given me a whole new perspective on sleep. Introduced a whole new reality on interrupted sleep and the unpredictability of it.
“The training aspect, making sure you’re sleeping well enough to get the recovery that you need to then wake up and feeling good to go and get back at it again. … And with Ultra Sleep helping supporting my sleep and overall wellness and then the Ultra Energy, which helps your overall wellness, I think it’s been a really good pair.”
Allen further noted that the wider partnership is about more than football, emphasizing his commitment to recovery and overall wellness.
JOSH ALLEN SURPRISES KIDS AT RECESS AND THE REACTION FROM YOUNG BILLS FANS IS PURE JOY
“It’s about being present for my family, my teammates and the people that count on me every day. Sleep is the foundation for everything I need, while Ultra Energy provides the sustained cellular support to show up as my best self regardless of what the day brings,” Allen said in a news release.
Allen followed up his 2024 NFL MVP campaign by leading the Bills to a wild-card round victory in January, scoring the decisive rushing touchdown in a thriller against the Jacksonville Jaguars. He finished the 2025 regular season with 25 touchdown passes.
Allen and his wife Hailee Steinfeld welcomed their first child together in April.
“Our baby girl has arrived!!” Steinfeld wrote in a Substack titled “Special Delivery” at the time. “We’re feeling incredibly grateful and blessed and savouring these early moments. Thank you so much for the love and well wishes.”
Read the full article here
