Sofa chain DFS to sponsor Crufts

28th May 2009 | marketing | Upholstery retailer DFS is to become the principal sponsor of this year’s Crufts dog show at the NEC.

The sofa firm – the industry’s most active marketer – has had a string of sponsorships in recent years, including the television shows Dancing On Ice and All Star Mr & Mrs. It will also sponsor the St Leger Festival horse racing meeting later this year.

Sponsorship deals in the furniture industry on the rise, with fellow retailers Harveys and Dreams already investing heavily in high profile television associations.