Dreams renews partnership ahead of Beijing

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.  

The chain will debut a new TV advertising campaign today featuring three new Dreams ambassadors: Katie Ormerod (Beijing 2022 Olympian, snowboarding), Lamin Deen (two-time Olympian, bobsleigh) and Millie Knight (ParalympicsGB medallist, para alpine skiing).

It shows the importance of sleep to athletes’ preparation for the games. It features short clips of Team GB and ParalympicsGB 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. 

The campaign will also see Dreams sponsor Eurosport’s broadcast coverage of Beijing 2022 Winter Olympic Games, featuring entertaining idents filmed by Team GB and ParalympicsGB athletes. 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 Team GB and ParalympicsGB. In addition to TV, this campaign will feature across the Eurosport website as well as YouTube, Facebook and Instagram posts during the Beijing 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 Team GB and ParalympicsGB. The long-standing partnership has been a commercial success too, with the Dream Team range now accounting for 37% of Dreams’ mattress sales volumes since it launched in 2019.



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