The unique quirk of the sponsorship is that the company will ensure the Team GB village is kitted out with its finest sofas to aid their downtime and recovery, doing its part as homeware partner. The brand first supported Team GB in 2014 through Rio 2016, and has now ensured more faith in the partnership with a new three year deal.
Ian Filby, chief executive of DFS, said: “You could say we are the experts in making Britain more comfortable, which is why we are delighted once again to use our expertise to back Team GB, a team of extraordinarily hardworking and inspiring athletes.
“At Rio 2016, Team GB inspired a nation with their commitment, endeavour and excellence. We hope the support of everyone at DFS can help Team GB reach the same heights at PyeongChang 2018 and Tokyo 2020."
Bill Sweeney, British Olympic Association chief executive, added: “We were privileged to have benefitted from a fantastic and productive partnership with DFS through to Rio 2016 and it is therefore with great excitement that we can confirm the continued relationship up to and including Tokyo 2020."
He unveiled that the firms will look to engage consumers digitally with the roll out of ‘The Cool Down’ video series. Further content will run on both organisations’ social channels, in addition to Instagram Stories.
— DFS (@DFS) February 13, 2018