Cumbrian bed manufacturer Sealy UK has a new sponsorship deal with the rugby league team Wigan Warriors.

The Aspatria-based firm has become the club’s 'official sleep partner', which will see it working with the team - the 2016 Super League Champions - as part of a 'world of sport campaign'.

This is designed to underline the link between good quality sleep and sporting performance.

Sealy has chosen to get involved with the team because it has a large fan base in Cumbria. Last year the company's logo appeared on the players' shirts at the grand final in Old Trafford, Manchester.

It has provided top-of-the-range beds to all the players and installed another in the team gym for players to use after training.

This year the company will work with players to make sure their needs for sleeping are met and will work to promote itself at matches.

Sealy’s brand marketing manager, Holly Venning, said: “We’re delighted to be partnering with such a successful and charismatic club.

"Our philosophy of helping people achieve a good night’s sleep is shared with the players and management who all understand, value and appreciate the major impact a restful night’s sleep can have on both the body and mind. We’re very much looking forward to rolling-out a series of planned activities which will support the players and engage with club’s vast fan-base.”

Dan Burton, the commercial sales manager at Wigan Warriors, said: “This is an especially exciting partnership and is another significant step forward in the development of our commercial programme and alignment with global brand leaders.

"Rather than a linear sponsorship deal, Sealy has chosen to work with us through a genuinely meaningful partnership; working with our high performance department to deliver marginal gains and helping our players to achieve better quality sleep, which in turn helps their performance on the pitch.

Sealy’s 'world of sport' has also seen the company work with boxers David Haye and Frank Bruno, sprinter Linford Christie and Burnley FC.