Dreams Renews With Team GB For Beijing

Bed retailer Dreams has extended its partnership with Team GB and ParalympicsGB ahead of the Beijing 2022 Winter Olympic and Paralympic Winter Games.

The group, which will retain its title as the official sleep partner of the teams, will launch a new advertising campaign in the days leading up to the beginning of the Games in Beijing.

The campaign will also see Dreams sponsor Eurosport’s broadcast coverage of Beijing 2022 Winter Olympic Games, featuring clips filmed by Team GB and ParalympicsGB athletes themselves.

Dreams said the renewal builds on the success of the partnership during the Tokyo 2020 Games, which saw a quarter of all UK adults associating the brand with Team GB and ParalympicsGB.

Jonathan Hirst, CEO at Dreams, said, “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.”

Dreams said the above-the-line campaign will be supported by earned media and social media content which will shine a light on national research on the sleep routines of adults in the UK.

Tim Ellerton, Commercial Director at Team GB, said, “Sleep is absolutely critical to an athlete’s sporting performance, whether in training or just before a competition. As our first ever official sleep partner, Dreams has brought a new level of support to our athletes, and we’re really pleased to continue that partnership together for the Winter Games.”