Dreams will sponsor premium programme titles on Channel 4 streaming, with mascot Beddie appearing alongside hit shows including Frasier, Everybody Loves Raymond and Dexter plus daily content on eight other TV channels
Dreams, the UK’s most loved1 bed retailer, has partnered with Channel 4 in a 12-month sponsorship deal brokered by Havas Media UK. The bespoke ‘Entertainment You Love’ package includes linear activity across Narrative Entertainment and a breadth of UKTV channels supported by an exclusive entertainment package on Channel 4 streaming.
The deal spans eight linear channels and Channel 4 streaming. Across linear, Dreams will appear alongside comfort TV favourites including, EastEnders, Bangers & Cash, Only Fools and Horses and The Antiques Roadshow. On Channel 4 Streaming, the brand will feature alongside entertainment titles including Fraiser, Dance Moms, Dexter and Ray Donovan, delivering millions of impressions over the year.
The campaign launches in July 2026 and runs through to July 2027 and will run across Channel 4 and UKTV’s portfolio of brands, including U&Dave, U&GOLD, U&DRAMA, U&alibi, U&eden, U&W, U&YESTERDAY, Narrative Entertainment channel and Great! TV.
The year-long commitment reflects a strategic focus on sustained brand presence rather than shorter bursts, designed to build stronger audience familiarity and keep Dreams top of mind throughout the year. By spanning both linear TV and streaming, Dreams reaches audiences across generations, from Great! TV and UKTV’s loyal viewers to Channel 4 streaming’s younger demographic.
The partnership was developed with Channel 4 Sales and Drummond Central who produced the creative idents for the campaign. Sonder will carry out a third-party brand lift study to measure impact across awareness, consideration and brand perception throughout the campaign.
Simon Moore, Director of Marketing & Media, Dreams said: “Comfort is at the heart of the Dreams brand, so partnering with content people genuinely love to unwind with feels like a natural fit. This sponsorship allows us to connect with audiences in relevant moments throughout the day, helping keep Dreams front of mind whenever they’re thinking about creating a better night’s sleep.”
Sam Hicks, Head of Advertiser Strategy, Channel 4 said: “Dreams is a perfect fit for ‘Entertainment You Love’ across Channel 4 streaming, UKTV and Great! TV. This partnership brings together a trusted household brand and some of the UK’s most-loved entertainment, creating a natural connection with audiences in the moments they choose to relax and unwind. As our entertainment offering continues to grow, we’re creating even more opportunities for brands to connect with audiences through the content they love.”
Hannah Tucker, Principal Partner, Havas Media UK said: “This partnership is a great example of how sponsorship works best when there’s a natural fit between brand and content. By placing Dreams alongside some of the UK’s most-loved entertainment, = we’re becoming part of those relaxed, engaged moments when audiences connect deeply with the shows they love. This is a strategic, long-term investment designed to cultivate familiarity, foster affinity and secure top-of-mind awareness throughout the year.”
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Contact
Moyo Alli-Balogun
Comms Manager
Havas Media Network UK
About Dreams
Established in 1987, Dreams is the UK’s leading specialist bed retailer.
Headquartered at ‘Bedquarters’ in High Wycombe, with over 2,500 employees across the UK and a wide brand portfolio, means everyone can find a bed they love. From the UK-made Dreams brand, manufactured at its Bed Factory in Oldbury, to luxury furniture retailer Feather & Black, offering impeccable craftsmanship and timeless style. Dreams has also invested in innovative Sleepmatch® technology in all its stores and is proud to be the Official Sleep Partner for Team GB and ParalympicsGB.
Dreams is a wholly owned business of Somnigroup International Inc. (NYSE: SGI).
1 For verification, visit Dreams vs Competitors | Best Bed & Mattress UK Retailer
About Havas Media UK
Havas Media UK makes media more human to drive lasting impact and sustainable growth. By designing media around people rather than just performance metrics, we help brands outsmart competitors instead of outspending them.
Our approach combines deep audience insight with transparent technology and a converged AI ecosystem that sharpens judgement and delivers real world impact, with no black boxes. Since 1987, we have partnered with brands including Domino’s, Ocado, Starbucks, BBC, Hyundai KIA, Dreams, JDE and EDF, creating distinctive customer journeys across multiple sectors.
More human is the advantage. Lasting impact is the outcome.
About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests millions in training, development and learning opportunities annually.
Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.
About UKTV
UKTV has been at the forefront of branded television for over 30 years, entertaining the nation with programmes they love. Its leading brands – U&Dave, U&DRAMA, U&W, U&YESTERDAY, U&eden, U&GOLD and U&alibi – span comedy, entertainment, natural history, factual and drama, and are delivered to UK viewers through free streaming service U, Sky, Virgin Media, NOW, Freeview, Freesat and Freely; and to Irish viewers through Sky, Virgin Media, Eir, Vodafone and NOW. Channel & content availability varies by platform. UKTV’s content is also available to UK viewers via dedicated FAST channels on Samsung TV Plus, Amazon Freevee, Pluto TV and Virgin Media.
UKTV’s ad sales portfolio is represented to the advertiser and agency community by Channel 4’s 4Sales.
UKTV is a significant investor in British creativity and is committed to working with new and established writers, directors and programme-makers. The broadcaster is part of BBC Studios, the UK’s most-awarded production company, a world-class distributor with international branded services, and a commercial subsidiary of the world’s leading public service broadcaster, the BBC.
About Narrative
Narrative Entertainment is the UK’s largest independent broadcaster of free-to-air TV, with a portfolio that includes Movies, Entertainment and Kids’ channels.
Narrative Entertainment provides advertisers with access to valuable and hard to reach household audiences through its free-to-air (FTA) Great! and Pop network of channels.
Great! is an active campaigner for representation of audiences across television programming and advertising, and in September 2025 launched The Upper Third report to shine a brighter, kinder light on the UK’s 22 million TV viewers over 55.
Narrative Entertainment’s channels are available across a wide range of linear and digital platforms, including Freeview, Sky and Virgin Media, FAST channels on Samsung TV Plus, LG, Netgem, Pluto TV and Titan OS, and the dedicated Great! Player.
