Daily News
From Home Furnishing Business
Symbol Mattress Touts New Brand with NASCAR Sponsorship
May 3,
2017 by Larry Thomas in Advertising, Industry, Special Events 
The climate-controlled SleepFresh bedding brand launched earlier this year by Symbol Mattress raised its profile in April as the primary sponsor of the No. 51 car in the past two NASCAR Monster Energy Cup races.
The car, owned by Rick Ware Racing and driven by Timmy Hill, carried the SleepFresh sponsorship at Bristol (Tenn.) Motor Speedway on April 24 and at Sunday’s race at Richmond International Raceway in Richmond, Va., where Symbol is based.
“Partnering with a racing team was a natural for us because the SleepFresh system uses the same technology that powers climate-controlled automotive components,” said Symbol President Mike McQuiston.
Originally designed in concert with a major developer of thermal management technologies, the three-bed SleepFresh line has the capacity to heat, ventilate and cool using an exclusive Climate Control Sleep System located in the foundation.
“The research we conducted with retailers and consumers indicated that temperature control is the foremost concern among sleepers,” McQuiston noted. “SleepFresh beds were designed with that in mind and we believe they’re superior to any other climate controlled beds on the market today.”
“It’s great for us as a growing team to have the support of a local company like Symbol which is working through NASCAR to spread its message,” added Hill.
In addition to a factory and corporate headquarters in Richmond, Symbol has factories in Reading, Pa., Jasper, Ala., Watertown, Wis., Orlando and Olive Branch, Miss.