Bensons for Beds has launched new sponsorship with Magic Radio's breakfast and evening shows, which will harness the retailer's ‘Sleep like a pro, live like a pro’ campaign, and promises reach over 1.5 million listeners.

The deal is part of Bensons' strategy for relaunching its in-store sleepPro technology, which analyses the way customers sleep to help find the right mattress for them.

The sponsorship will feature in-show credits, sponsorship trails, competitions and features.

Helen Nunn, head of media and planning at Bensons, comments: “We are delighted to announce this fun and engaging sponsorship with Magic for Bensons. It comes at a really exciting time for us as we launch our exclusive sleepPro technology nationwide and further supports our plans to bring sleep wellness to the UK population.”