Dreams deal for Team GB

13 Feb 2019

By: Sport Industry Group

Team GB has announced a partnership with Dreams, which will see the UK bed retailer become the National Olympic Committee's first ever official sleep partner.

The agreement will run through until late 2020 and will see Dreams and Team GB work together ahead of the Olympic Games in Tokyo, with the Games now under 20 months away.

As part of the deal, Team GB will receive products to support its athletes’ performances in Tokyo in July 2020.

The announcement follows news from the British Olympic Association (BOA) earlier this month of Team GB’s new three-year partnership with UK housebuilder Persimmon Homes, with a £1million-a-year nationwide funding scheme at the heart of the agreement.

Double Olympic gold medal winning rowers Helen Glover and Alex Gregory helped launch this latest partnership, attending Dreams’ HQ in High Wycombe.

Dreams staff met with the London 2012 and Rio 2016 champions to discover more about the Team GB partnership.

The deal covers five major competitions ahead of Tokyo 2020, which includes the Minsk 2019 European Games and the 2020 Youth Olympic Winter Games in Lausanne, Switzerland.

Commenting on the Dreams partnership, Bill Sweeney, British Olympic Association CEO, said: “Planning for Tokyo 2020 is well underway and to have their support ahead of the Games is key given our reliance upon our commercial partners to fund the support programmes for Team GB athletes.

“The importance of sleep, rest and recuperation is critical to athlete performance and we look forward to combining sport science with the expertise of Dreams to deliver innovative initiatives for the athletes.”

The first activation of the partnership is expected to be delivered around 500 days to go until Tokyo 2020, a milestone which falls during March.

Mike Logue, CEO at Dreams, added: "We’ve been helping our customers sleep better for over 35 years and this new and exciting partnership will see us utilise our wealth of knowledge and expertise to aid Team GB athletes' rest and recovery, helping them to reach their full potential and be able to perform to the best of their ability.”