In Mid-March, days ahead of the start of the 2022 Formula One season, Mercedes-AMG Petronas F1 unveiled a new partnership with Eight Sleep which saw the mattress developer and manufacturing brand supply drivers and team members with its signature smart mattress and temperature-controlled bedding products and the team offer a package of promotional platforms and marketing opportunities.
The Mercedes’ F1 car and its car covers will carry Eight Sleep branding through the season with an additional focus planned for the inaugural Miami Grand Prix in early May.
While Eight Sleep will support our team members throughout the season with their sleep technology to try and to try and optimise good rest, effective recovery and maintain energy levels to support the team through the 2022 Formula 1 season. The team’s drivers Lewis Hamilton and George Russell, as well as Team Principal and CEO, Toto Wolff, will have access to Eight Sleep’s suite of products in order to try to optimise their sleep and ensure peak performance this season and next.
According to Eight Sleep, the company rigorously seeks ways to improve the customer performance through rest and its sleep technology is engineered to support the technical and human demands of the intense 2022 F1 schedule and other sports to maintain peak performance levels.
Running under the brand’s Power Sleep Fitness’ tagline, the partnership marketing activation began rolling out from 18 March (to leverage the first race of the season – the Gulf Air Bahrain Grand Prix) with digital-first video content and tie-up announcements amplified across both team and sponsor platforms supported by race-related social assets.
.@MercedesAMGF1 will never sleep the same again
We are now powering the 8X F1 Champions with the most advanced sleep solution in the world
— Eight Sleep (@eightsleep) March 18, 2022
Thrilled to join the family.
Look forward to another exciting season on the track, fueled by elite recovery off the track https://t.co/bPX9sNCmuG
— Eight Sleep (@eightsleep) March 19, 2022
“Our team is made up of over 2,000 people across Brackley and Brixworth, all of whom perform at their peak every day in a sport where every single detail matters,” commented Team Principal and CEO of the Mercedes-AMG Petronas F1 Team Toto Wolff. “To achieve the level of sustained performance that is required to compete in Formula 1, we are relentless in exploring all possible optimizations, including sleep.”
“Eight Sleep and myself personally, are thrilled to partner with Mercedes-AMG Petronas Formula One and power their team’s sleep so they can continue to perform at the highest level,” added Eight Sleep CEO Matteo Franceschetti. “Growing up in Italy, Formula One was a huge part of my life – from racing cars with my father to starting my first business taking pictures of racing cars at local tracks. Mercedes-AMG Petronas F1′s commitment to constant innovation and improvement is what we strive for at Eight Sleep. We will work together to improve the team’s sleep and recovery for a successful win at this year’s Grand Prix races.”
“We’re delighted to welcome Eight Sleep to the team and to start working with them to develop and innovate around our sleep and recovery programmes,” commented Mercedes-AMG Petronas F1 Team Commercial Director Richard Sanders. “Eight Sleep’s approach to reimagining sleep is very similar to how we operate. They’re obsessed with performance, the fine details and ensuring our team gets the rest they need to perform at their very best.”
This is a case of high-tech racing car team links with high tech mattress company.
Eight Sleep’s Pod Pro mattress has built-in AI to monitor body temperature and to then heat or cool down the mattress for a user’s optimized sleeping temperature and it is also embedded with sensors to track metrics – such as heart rate and heart rate variability throughout the night – and daily data reports are then produced and analysed via the company’s connected app in order to optimise effective sleep.
Last summer, the American-based company raised $86m in funding and this new tie-up with the Mercedes team is another signal of its direction of growth. The company’s investors include a strong team that includes several sports stars including MLB stars Alex Rodriguez, Kris Bryant and JD Martinez, as well as former NBA player Matthew Dellavedova.
Indeed, according to the brand itself, more than 200 professional athletes rely on Eight Sleep to power their recovery through the Pod Pro’s advanced thermoregulation and sleep technology. Other athletes who work with Eight Sleep include Olympic speed skater Apolo Ohno, former English Premier League footballer Daniel Sturridge and CrossFit athlete Brooke Wells.
Other notable sport/sleep partnerships and activations include the NFL’s tie up and ‘Epic Run’ campaign with Sleep Number, Dreams sponsorship of TeamGB, Calm and LeBron James’ ‘Sleep Stories’, mattress brand Serta’s ‘The IC1’ trainer and Tom Brady’s work with Under Armour’s ‘Sleepwear’ range.