Sleep Athlete make move into cricket with Nottinghamshire

17 September 2009 | Posted in Sponsorship, Cricket, Soccer | By Adam Fraser

Sleep Athlete, who count Premier League soccer clubs Manchester United and Arsenal amongst their clients, have signed their first partnership with a professional cricket club, and will create a brand new recovery room at Nottinghamshire and England's famous Trent Bridge stadium.

The partnership will provide Nottinghamshire with the chance to use sleeping recovery techniques as part of their match day routine.

"Sport has undergone a revolution in recent years in terms of the application and development of sporting science," said Sleep Athlete managing director Nick Littlehales.

• Debenture sales to fund Rose Bowl redevelopment

"Every waking hour of our athletes’ programme is mapped out to the smallest detail in terms of training, psychology and nutrition but sleeping recovery remains largely untouched. My role as sleeping consultant to Nottinghamshire and our provision of the latest sa-pro sleeping kit will help the players understand why sleeping is so important to ensuring that they are in the best possible condition for performance."

Nottinghamshire fitness and conditioning coach Kevin Paxton added: "Our players are often in the field and in the dressing room for long periods of time and I want to increase their concentration and energy levels by encouraging them to have short naps, in a tailored environment. Sleep Athlete's range of specialised kit will help the process of muscle recovery and enable us to train before and after matches knowing that the players will have more energy for competitive fixtures."