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By Jessica Davies, News Editor

January 2, 2013 | 1 min read

Bed retailer Dreams has secured sponsorship of Channel 5’s new series of Celebrity Big Brother, which kicks off tomorrow (3 January).

The deal marks the bed retailer’s third sponsorship of Big Brother, but the first since Channel 5 took over the show after Channel 4 dropped it in 2009.

They follow sponsorship deals with Freederm, Plusnet and Scwarzkopf, all of which have sponsored Big Brother in the last 18 months.