28 January 2022

Dreams renews partnership with ParalympicsGB as they gear up for Beijing 2022 Winter Paralympic Games

Dreams, the UK’s leading bed retailer, has extended its partnership with ParalympicsGB, retaining its title as the Official Sleep Partner ahead of the Beijing 2022 Winter Paralympic Games.

With just over a month to go until the Winter Paralympics Opening Ceremony, Dreams is launching a brand-new television campaign, featuring three new Dreams ambassadors: Millie Knight (ParalympicsGB medallist, Para Alpine Skiing, Katie Ormerod (Team GB Olympic hopeful, Snowboarding)and, Lamin Deen (Team GB Olympian, Bobsleigh). The campaign will be shown on screens from 31 January.

A winter spin on the successful creative launched for the Tokyo Games, the advert shows the importance of sleep to athletes’ preparation for the games. It features short clips of ParalympicsGB and Team GB athletes in training as well as sleeping. In addition to Dreams GB ambassadors, the ‘Sleep Matters’ advert will feature the ‘Dream Team’ mattress range. Created as part of the original partnership, it is a collection of Dreams’ bestselling mattress designs. All handcrafted in the UK, they are high-performance mattresses for enduring sleep.

This campaign will reach 72% of all adults at least four times, generating awareness and brand affinity for Dreams as the ‘Official Sleep Partner’ of ParalympicsGB. In addition to TV, this campaign will feature across the Eurosport website as well as Facebook and Instagram posts during the Beijing Winter Olympic Games.

This renewal builds on the success of the partnership during the Tokyo Games, which saw a quarter of all UK adults associating the brand with Paralympics GB and Team GB. 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. One in two bed buyers in the UK now consider Dreams as their first-choice.

Beijing hopeful Millie Knight features as one of the campaign ambassadors

Jonathan Hirst, CEO at Dream’s commented: “We’re delighted to continue our role as Team GB and ParalympicsGB’s Official Sleep Partner. As one of the UK’s most recommended bed retailers, 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 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 OBE, CEO of ParalympicsGB: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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