Dreams Appoints M&C Saatchi Sport & Entertainment for Team GB Sponsorship Activation

Dreams, the UK’s most recommended bed retailer, has appointed M&C Saatchi Sport & Entertainment to activate their Team GB partnership around the Tokyo 2020 Olympic Games.

After a competitive pitch in December 2019, M&C Saatchi Sport & Entertainment will deliver an integrated campaign which brings to life Dreams’ role as the Official Sleep Partner of Team GB.

Multi-channel activation throughout the year will feature Dreams’ Olympic champion athlete ambassadors; Laura and Jason Kenny (Track Cycling), Max Whitlock (Gymnastics), Jade Jones (Taekwondo) and Maddie Hinch (Hockey), as well as Shauna Coxsey, the UK’s first ever Bouldering World Champion who’ll take part in Sport Climbing’s Olympic debut.

Luke Davis, partnerships lead at Dreams commented: “As a brand we promise a better sleep for all, and no-one understands the power of sleep better than the world class athletes of Team GB, which gives us the perfect platform to drive the sleep conversation this Olympic year. It’s our first sport sponsorship, and the wealth of expertise, creative pedigree and support that M&C Saatchi Sport & Entertainment offer make them our ‘Dream’ partner to deliver success.” 

M&C Saatchi Sport & Entertainment UK CEO, Jamie Wynne-Morgan, added: “Dreams is a brand we have huge admiration for – established experts in their field who’ve gone from strength to strength in a difficult landscape for traditional retailers. It’s a really exciting brief and we look forward to delivering a campaign which lands Dreams’ unique positioning as a vital Team GB partner.”