Professional sport’s list of unlikely sponsorship deals has grown again after the British Olympic Association unveiled DFS as Team GB’s new official sofa provider.
The deal, inspired by the firm’s “45-year heritage in designing and manufacturing sofas in the UK”, comes four years after the BOA helped launch London 2012’s “mass participation” legacy pledge to encourage sports fans to “get off their sofas”.
Announcing the tie-up, the BOA said Team GB’s new official homeware partner would “play a central role in supporting the rest and relaxation of Team GB athletes on their road to the Rio 2016 Olympics”.
The #RoadToRio is so-fa so good with @DFS joining our Olympic family! #Welcome https://t.co/cADKZTn6Cd
— Team GB (@TeamGB) December 4, 2014
DFS join a long list of awkward sporting tie-ups, including the Football Association’s Just Play scheme to fight obesity, sponsored by Mars, and Uefa launching a healthy eating app in May having previously signed endorsement deals with Coca-Cola, Carlsberg and McDonald’s.
The burger chain are also long-standing backers of Fifa’s World Cup child mascot scheme, while Manchester United’s corporate family includes Mister Potato, United’s official savoury snack partner. The firm made Wayne Rooney the face of their poster advertising campaign in Malaysia last year.
Bill Sweeney, chief executive of the British Olympic Association, said its relationship with DFS would give athletes a lift in the buildup to the Rio 2016 Olympics by creating a “homely feel”.
“DFS is a world-class British company and I am thrilled to welcome them to our Olympic family. Brazil is uncharted territory for many of our athletes so, as our official homeware partner, DFS will play a key role.
“Not only will DFS’s support help ensure that Team GB athletes enjoy the best possible rest and relaxation away from the training and competition arena, they will also benefit from that homely feel that helped inspire Team GB’s success at London 2012.”
