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RPC supports the UK's leading bed retailer Dreams as the "Official Sleep Partner" in its partnership with Team GB and ParalympicsGB

Published on 21 February 2022

International law firm RPC has supported the UK’s leading bed retailer Dreams in its brand partnerships with Team GB and ParalympicsGB ahead of the Beijing 2022 Winter Olympic and Paralympic Winter Games.

The RPC team was led by commercial lawyers Paul Joukador and Marlon Cohen. RPC's Commercial practice incorporates the firm's market-leading Retail team, preeminent and long-standing advisor to many of the leading UK retailers and its sports group with deep sector knowledge on sports sponsorship.

Since being established in 1985, Dreams has become the UK’s leading bed specialist, making 10,000 mattresses, bases and headboards per week.

Dream's ongoing "Power of Sleep " campaign in the UK across social media and print channels is aimed at bringing back the joy and excitement ahead of the upcoming Beijing 2022 Winter Olympic and Paralympic Winter Games. Dreams has partnered with Team GB and ParalympicsGB in the build-up to and throughout the Beijing 2022 Winter Olympic and Paralympic Winter Games.

The partnership builds on Dreams' existing work with Team GB and ParalympicsGB, which has become the team's official sleep partners in 2019, with support of RPC's Retail team and Sports group. 

RPC has also recently worked with Dreams on the launch of its new television campaign, featuring three new Dreams ambassadors: Katie Ormerod (Team GB Olympian, Snowboarding), Lamin Deen (two-time Team GB Olympian, Bobsleigh) and Millie Knight (ParalympicsGB medallist, Para Alpine Skiing). 

The RPC team previously helped Dreams with the sponsorship of the rescheduled Tokyo 2020 Olympic Games and Paralympic Games (as well as with various campaigns including Team GB and Paralympics GB athletes) which took place last summer.

Commenting on Dreams' partnership announcement with Team GB and ParalympicsGB, RPC Commercial lawyer Marlon Cohen commented: "It was a real joy to work with and support Dreams in its newest partnerships and media campaigns with Team GB and ParalympicsGB for what is expected to win hearts and bring back the excitement of international sports events". 

"After the postponement of many international sports events over the last two years due to the global pandemic, we are now seeing a number of leading UK brands eager to build or renew partnerships with global and national sports organizations in anticipation of upcoming sports events as the pandemic eases.  

"RPC's Commercial practice offering, which spans across a number of top-ranked teams including retail, media and reputation management has through its deep sector knowledge and long-established relationships with clients in the UK retail sector become a go-to-advisor on sponsorship and brand support."