NOC*NSF launches partnership with M Line

Last week NOC*NSF (Netherlands Olympic Committee * Netherlands Sports Federation) announced the following in a press release:

You win medals in bed
NOC*NSF launches partnership with M Line mattress brand

Arnhem, The Netherlands, 17 July 2014 - NOC*NSF (Netherlands Olympic Committee * Netherlands Sports Federation) has today entered into a partnership with M Line. The sports organisation is in this way underscoring the importance of a good night's rest in the quest for new Olympic successes in 2016 and 2018. The partnership, which will extend from now through the Olympic Games in PyeongChang in 2018, was made official this morning during a gathering at Papendal Sports Centre in Arnhem, The Netherlands.

NOC*NSF has already worked successfully with M Line in the past. The Dutch mattress brand provided materials and equipment including mattresses in Vancouver, Beijing and London and at the 2014 Olympic Games in Sochi. On the initiative of Maurits Hendriks, Technical Director of NOC*NSF, the partnership will now be carried out in a structured manner starting today. M Line will provide NOC*NSF/TeamNL with advice, products and the latest technologies in the field of sleep comfort.

'The basic premise for NOC*NSF is that a good night's rest improves the likelihood of a top performance. This is because sleep and sport are inextricably linked. It is perhaps the most underestimated form of training. Tour de France winner Joop Zoetemelk spoke the legendary words years ago: 'You win the Tour in bed.' The partnership with M Line has furthermore already proven its success in the past. We like the fact that M Line does not base its approach on prevention, but rather on ambition. Sleeping with a goal! We are delighted that we can continue the partnership intensively and in doing so provide our athletes with added support in relation to fulfilling their ambitions in sport,' says Maurits Hendriks.

M Line is at home in the world of top sport. Ton Anbeek, CEO of Beter Bed Holding N.V.: 'We have been positioned as the leading bedroom system for top athletes for many years. In association with our sport marketing partner Triple Double, we have helped more than three hundred top athletes in their choice of M Line products in recent years. On the advice of our sport marketing agency, we will now be even more intensively involved with Dutch top sports as an official partner of NOC*NSF/TeamNL in the field of mattresses and bedroom comfort. We are proud that we can contribute in this way and look forward to this challenge with confidence.'

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For more information, please contact Jaap Westland (Commercial Director at M Line):
Tel.: +31 6 295 65491. A royalty-free photograph is included in the attachment.

The M Line brand is developed and marketed via our subsidiary DBC International. M Line supplies a range of products including high-quality mattresses.