• by Erin Everhart , Staff Writer, February 6, 2026

The Winter Olympics kicks off today, and I love the Olympics. I love how for two weeks everyone roots for the same team. I love how we become overnight experts in obscure sports. I love how we critique triple axels like we’ve all mastered that skill.

When most people think about the Olympics, they think speed, strength, endurance, grit. What they don’t think about is sleep. So, when our next guest told me that Saatva was sponsoring the Olympics, I’ll be honest: my first thought wasn’t “That makes sense.” It was: That’s a bold bet, Joe.

Because the Olympics can’t just be a logo rights sponsorship. It’s massive, high-stakes partnership with one of the biggest global moments in media. There are layers of regulation, uncertainty, and zero guarantees it will actually work.

But Saatva isn’t showing up to talk about coils or foam density. They’re talking about sleep as a competitive advantage. As a human necessity. As the invisible foundation behind every great performance, whether you’re an Olympic athlete or a working parent just trying to survive.

So how did this partnership come to life? And how are they building a narrative that’s far bigger than a product shot sandwiched between events?

This week, we sat with down with CMO Joe McCambley to talk about what it really looks like to place a bet this big and why owning a moment can more powerful than just buying media around it.

Listen to the full episode here.