Bed retailer renews Olympic partnerships

Dreams has extended its partnership with Team GB and ParalympicsGB, retaining its title as the Official Sleep Partner ahead of the Beijing 2022 Winter Olympic and Paralympic Winter Games.

With just one week to go until the Olympic Winter Games Opening Ceremony, Dreams is launching a new television campaign, featuring three new Dreams ambassadors: Katie Ormerod (Beijing 2022 Olympian, snowboarding); Lamin Deen (two-time Olympian, bobsleigh); and Millie Knight (Paralympics GB medalist, para alpine skiing). The campaign will be shown on screens from 31st January.

This renewal builds on the success of the partnership during the Tokyo Games, which saw a quarter of all UK adults associating the Dreams brand with Team GB and ParalympicsGB. Overall, the long-standing partnership has been a commercial success too, with the ‘Dream Team’ range now accounting for 37% of Dreams’ mattress sales volume since it launched in 2019.

Jonathan Hirst, CEO at dreams, comments: “We’re delighted to continue our role as Team GB and ParalympicsGB’s Official Sleep Partner. As the UK’s most recommended bed retailer, we have the knowledge and expertise to help the nation sleep better.

“We know just how seriously Team GB and ParalympicsGB athletes take their sleep, and so we’re very proud to continue supporting their rest and recovery throughout the Beijing 2022 Winter Olympic and Paralympic Winter Games.

“We wish the best of luck to every GB athlete heading to Beijing – we’ll be cheering them on from back home, even when it means adjusting our own sleep routine around the time difference!”

Mike Sharrock, CEO of ParalympicsGB, adds: “Since our partnership with Dreams began, they have shown so much support to our athletes – from sleep products to media campaigns. We’re very excited to be teaming up again as we head to the Winter Paralympic Games, with our athletes well rested and ready to inspire the nation once more.”

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