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Barnoldswick-based Silentnight has
teamed up with Lancashire County Cricket Club to be the official
business partner for the new 2014 season, in a move that none of
the players will lose sleep over - quite the contrary.


As part of the partnership, Lancashire County Cricket
Club will see members of its playing squad receive expert sleep
advice from the UK's leading bed manufacturer in a Sleep Clinic run
by Silentnight's sleep specialist Dr Nerina Ramlakhan.


Nick Booth, Silentnight's Marketing
Director, commented: "Ask any top athletes and they will tell you
that sleeping soundly plays as important a part in their
performance as training hard or following a healthy diet. At
Silentnight we pride ourselves on providing our customers with high
quality, innovative sleep solutions and advice. Our resident sleep
expert, Dr Nerina Ramlakhan, will work closely with the players to
see how we can help them get a great night's sleep."


Lancashire County Cricket Club's
Business Development Manager, Warren Hegg, said: "The
difference between winning and losing is often a small one in
sport, and we're hoping that working together with the country's
top bed manufacturer to improve our players' sleep will give us
that extra competitive edge on the pitch."


The deal will see the brand's logo
appear on the advertising boards located inside Emirates Old
Trafford for all home fixtures, while the ground's electronic
screens will also display a Silentnight advert before and during
breaks in play. In addition, the bed manufacturer will be promoted
via Lancashire County Cricket Club's social media channels, website
and official magazine.


"We're extremely proud of our
Lancashire roots and as such we're thrilled to have the opportunity
to team up with our county's elite cricket club", said Nick Booth.
"Lancashire County Cricket Club is a sporting brand recognised the
world over, with great players, a famous venue, which makes it an
outstanding collaborator".