Simmons to sponsor Patrick Dempsey's sports car racing team
January 27, 2014,
Dempsey Racing drivers Joe Foster, left, and Patrick Dempsey, Rolf Sannes of Simmons and Dempsey Racing driver Marc Lieb stand next to the newly Beautyrest Black-branded No. 27 Porsche before the start of a race in Daytona, Fla., on Jan. 25. Simmons has announced a partnership between its Beautyrest Black brand and Dempsey Racing.
Under terms of the agreement, the Beautyrest Black logo will appear on the sides of the race team's No. 27 Porsche GT America, which will be driven by actor and race car driver Patrick Dempsey and teammate Andrew Davis.
"Simmons is excited to be partnering with Dempsey Racing to introduce Beautyrest Black to consumers," said Rolf Sannes, Simmons vice president of the Beautyrest brand. "We have found a partner that not only shares our passion for but personifies powerful performance and modern luxury, and we look forward to supporting the Dempsey Racing team for years to come."
The Dempsey car made its debut with the Beautyrest Black sponsorship at last weekend's Rolex 24-hour race at Daytona International Speedway.
Dempsey Racing drivers and crew members will also sleep on Beautyrest Black mattresses during upcoming endurance races on a circuit sanctioned by the International Motor Sports Assn. The next race is a 12-hour event that begins March 12 at Sebring International Raceway in Sebring, Fla.
"We were very fortunate to enter into a multiyear relationship with Porsche at the end of last season and Beautyrest Black is an ideal and perfectly complementary partner to now also welcome to our racing team," said Patrick Dempsey, owner and founder of Dempsey Racing. "As sports car endurance racing drivers, we know the importance of quality sleep for not only top performance on the track but also for getting anyone through life's day-to-day routine. We are looking forward to racing, resting and sleeping with Beautyrest Black."
In addition to the Beautyrest Black branding on the No. 27 Porsche, Patrick Dempsey and Dempsey Racing will be featured in upcoming nationally televised ad spots for Beautyrest Black.
Most Viewed Articles
Related Content By Author
Mid-August news features acquisitions, Amazon and avenues of growth
Furniture Retail Solutions
Over the past year, our editorial team has been on the road, studying retail – what's working and what challenges even the most established retailers face. Born from these studies is Furniture Retail Solutions – a multi-part series addressing common problems retailers face. Read our first two articles:
RSA Insights & Intelligence
RSA Insights & Intelligence gives you, the retail sales associates, critical intelligence and insights. We make it easier for you to sell by providing actionable tips and key takeaways you can and should use for every sale. Check out our latest two articles:
* Why buying mattresses online is harder than consumers think
* How RSA can capitalize on the adjustable base boom