Simmons Partners with Dempsey Racing for Beautyrest Black

DR PartnershipSimmons Bedding Company announced a multi-year partnership between its Beautyrest Black line and Dempsey Racing. Simmons’ luxury mattress line joins the sports car racing team as an official supplier and sponsor of the No. 27 Dempsey Racing Porsche GT America driven by actor and professional race car driver Patrick Dempsey and his full-season teammate Andrew Davis.

Patrick Dempsey and Dempsey Racing joined Simmons to officially unveil the new partnership during a private Beautyrest Black dealer event at Las Vegas Market.

“Simmons is excited to be partnering with Dempsey Racing to introduce Beautyrest Black to consumers,” said Rolf Sannes, Simmons’ Vice President 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. In today’s busy world where sleep has become the ultimate luxury, Beautyrest Black delivers the quality sleep needed for optimal focus and performance – both on the track and when facing the everyday grind.”

The Dempsey team debuted the newly Beautyrest Black-branded GT Daytona (GTD) Porsche at the Rolex 24 inaugural race on January 23, solidifying a partnership that will see Dempsey Racing’s continued promotion of Simmons’ premium mattress line, fittingly billed as the premium paring of technological performance and luxury. The Dempsey Racing drivers and crew will also sleep on Beautyrest Black mattresses during upcoming IMSA TUDOR endurance races, beginning with 12 Hours of Sebring in March.

“We were very fortunate to enter into a multi-year 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,” says 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 also be featured in upcoming nationally televised ad spots for Beautyrest Black.

“Beautyrest Black is a premium mattress that warrants a premium partner. In Patrick and the Dempsey Racing team, we’ve found a partner that perfectly represents the elegance, style and performance of Beautyrest Black. This relationship is an advertising game changer and one we know can elevate our brand to reach a wider range of luxury consumers,” says Jeff Willard, Executive Vice President of Marketing at Simmons.

Simmons’ new “techno-luxe” Beautyrest Black line offers consumers a mattress designed with modern luxury in mind, pairing signature, high-quality luxury fabrics with state-of-the-art technology. This twelve-model line will be supported by a wide-scale, multimedia advertising campaign inviting consumers to “Dream in Black” by focusing on the brand’s unique marriage of luxury and technology, beginning in the Spring.

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About Simmons Bedding Company: Atlanta-based Simmons Bedding Company (“Simmons”) is one of the world's largest mattress producers and the maker of Beautyrest®. Simmons manufactures and markets a broad range of products including Beautyrest®, Beautyrest TruEnergy®, Beautyrest Black®, ComforPedic® from Beautyrest®, and BeautySleep®. Simmons operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world's leading hotel groups and resort properties.