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 in a Sleep Clinic run by Silentnight’s sleep specialist Dr Nerina Ramlakhan.

Nick Booth, Silentnight’s marketing director, said: “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.”

Warren Hegg, Lancashire County Cricket Club’s business development manager, 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.”