Dreams has extended its partnership with both TeamGB and ParalympicsGB, retaining its title as the official sleep partner in the lead up to the Beijing 2022 Winter Paralympic Games.

The collaboration also sees the bed retailer launch a new television campaign which includes the company’s latest ambassadors: Millie Knight (ParalympicsGB medallist, Para Alpine Skiing, Katie Ormerod (Team GB Olympic hopeful, Snowboarding) and Lamin Deen (Team GB Olympian, Bobsleigh).

Mike Sharrock OBE, CEO of ParalympicsGB, commented: “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.”

Furthermore, in looking to improve brand affinity for Dreams, the ‘Sleep Matters’ advert will feature the ‘Dream Team’ mattress range, which was created as part of the original partnership, and is now being reported as one of the company’s best selling designs.

Alongside television, the campaign will be seen across the Eurosport website as well as Facebook and Instagram posts during the Beijing Winter Olympic Games, which commences 4 February.

Jonathan Hirst, CEO at Dream’s, added: “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!”

Last month, the International Olympic Committee (IOC) suspended North Korea’s membership, barring the country from the Beijing 2022 Winter Olympics, due to its refusal to send a team to the Tokyo 2020 Summer Games. Thomas Bach, President of the IOC, also confirmed that the North Korean Olympic Committee would not receive any financial support throughout the suspension.

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