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Simmons to sponsor Patrick Dempsey's sports car racing team

Will promote Beautyrest Black mattress brand

Chris Schultz -- Furniture Today, 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.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.
LAS VEGAS - Bedding major Simmons has signed a multiyear sponsorship agreement with Dempsey Racing, a sports car endurance team, that will help promote its upper-end Beautyrest Black line.

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.

Dempsey and other Dempsey Racing officials are at the Las Vegas Market today and will officially unveil the partnership this evening at a private Simmons dealer event.

"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.

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