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Team GB gets first Official Sleep Partner, signs with Dreams

Team GB has launched its first ever ‘Official Sleep Partner’ deal with UK bed retailer Dreams.

The two-year deal, signed by Dreams and the British Olympic Association (BOA), will start today and will run until late 2020, covering the 2020 Olympic Games in Tokyo.

The partnership will also cover five competitions prior to Tokyo 2020, including the Minsk 2019 European Games and the Lausanne 2020 Youth Olympic Winter Games.

Dreams said it will launch its first activation next month, when the countdown to Tokyo 2020 reaches around 500 days to go.

As part of the deal, Dreams will provide a range of bed products to support Team GB’s performance at Tokyo 2020.

Bill Sweeney, CEO of BOA, said: “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.”

Dreams is the UK’s leading bed retailer. It was founded in 1985 and makes over 160,000 beds per year. It is based in High Wycombe, home of the company’s ‘Bedquarters’.