Dreams becomes first British brand to partner with Special Olympics GB, Team GB and ParalympicsGB

Bed retailer Dreams has become the first British brand to partner with all three national multi-sport event associations in the UK – British Olympic Association, British Paralympic Association and Special Olympics GB. 

Announced today,  its new partnership is with Special Olympics GB, a non-profit organisation and the largest provider of year-round sports training and athletic competition for children and adults of all abilities with intellectual disabilities. This move is a marker of Dreams’ commitment to inclusion.

Special Olympics GB uses the power of sport to change attitudes and enable opportunities for people with intellectual disabilities to live active, healthy and fulfilling lives. 

Dreams will support Special Olympics GB in its vision to be able to offer sporting opportunities to its 6,500 athletes and the 1.5 million people who live with intellectual disabilities in Great Britain today. Dreams colleagues will also work closely with the organisation’s volunteer network, supporting the organisation in the numerous events and activities that it runs throughout the country, highlighting the need for true inclusion across all aspects of our society.  

Laura Baxter, Interim CEO of Special Olympics GB said: “We are absolutely delighted to be working with Dreams on this new and exciting strategic partnership. For our Special Olympics GB athletes to be recognised and included in such a ground-breaking deal which puts them shoulder to shoulder with Olympians and Paralympians is literally a dream come true. We are hugely grateful to Dreams for this opportunity and full credit must be given to them for demonstrating the true meaning of inclusion in this way.” 

This comes as Dreams renews its partnership with Team GB and ParalympicsGB to be the Official Sleep Partner for the 2024 Paris Olympic and Paralympic Games. 

The renewal of these partnerships follows the success of the Tokyo 2020 Olympic and Paralympic Games and Beijing 2022 Winter Olympic and Paralympic Games. The campaign was a success for Dreams, with the brand now the second most associated brand of Team GB and the most associated for ParalympicsGB among bed buyers. One in two bed buyers in the UK now also consider Dreams as their first choice.

Most recently, to celebrate Beijing 2022, Dreams has released a new ‘Dreams Team Bedtime Story’ telling the tale of ambassador and ParalympicsGB medallist Millie Knight. Across an animated film, audio story and free printed book translated into braille, the visually-impaired Para-Skier’s journey to Beijing has been brought to life, with Millie saying: ‘I would have loved to read, watch and listen to a story like this when I was still a child with dreams of becoming a Para-Skier, and I hope this helps the next generation to sleep soundly and dream big.”

Jonathan Hirst, CEO, Dreams, said: “It’s such an honour to be the very first British brand to partner with Team GB, ParalympicsGB and Special Olympics GB. Special Olympics GB is truly one-of-a-kind. Not only in the opportunities it provides for people with intellectual disabilities to try new sports and compete, but also in the amazing community it has created. We’re thrilled to be a part of this community, and we look forward to supporting Special Olympics GB – both as an organisation and through our colleagues – in the huge number and variety of events and activities it has in store.”