M&C Saatchi S&E activating Dreams' deal with BOA; Sanrio backs Team USA
M&C Saatchi Sport & Entertainment, the international marketing and sponsorship agency, has been appointed by Dreams, the UK bed retailer, to activate its sponsorship of the British Olympic Association.
The London-based agency said today that it won a competitive pitch in December to deliver an integrated campaign around Dreams being the official sleep partner of Team GB as its prepares for the Olympic Games in Tokyo in July and August.
The company became a sponsor of the BOA in February 2019, in a deal that also covered the participation of Team GB athletes at last year’s European Games in Minsk and the recent Winter Youth Olympics in Lausanne.
It is the company’s first sports sponsorship, and it is providing bed products for the team, while promoting the importance of sleep for elite athletes.
In 2020, M&C Saatchi S&E will oversee a campaign featuring British Olympic champions Laura and Jason Kenny from track cycling, Max Whitlock from gymnastics, Jade Jones from taekwondo and Maddie Hinch from field hockey, as well as bouldering world champion Shauna Coxsey who is set to participate in sport climbing’s Olympics debut.
Jamie Wynne-Morgan, the UK chief executive of M&C Saatchi Sport & Entertainment, said on Wednesday: “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.”
Although it is based in the UK and works with various domestic brands and rights-holders, M&C Saatchi S&E has a significant international presence, with seven offices across the globe, including its newest, in Amsterdam in the Netherlands, which opened at the start of 2020.
• Sanrio, the Japanese lifestyle company behind the renowned Hello Kitty brand, has signed up as a partner of Team USA for the Tokyo 2020 Olympics and Paralympics.
The partnership with the United States Olympic and Paralympic Committee coincides with Sanrio’s 60th anniversary, and the company will roll out a line of products in categories including apparel, sleepwear, accessories, toys, collectibles, gifts and novelty items, available from this summer.
Craig Takiguchi, the chief operating officer and head of business development at Sanrio, said: “With such a major presence and fanbase in the United States, it’s an incredible privilege to commemorate our Japanese roots by emerging in Tokyo alongside Team USA. We hope that our collaboration will inspire future generations of athletes and continue to proliferate worldwide messages of friendship and kindness that the Games create.”