> Watch Eddie McGuire and several Magpie stars launch the partnership

The Melbourne Vixens Netball Team and the Collingwood Football Cub today announced that Australia’s leading family bedding brand Jason Family Bedding, by Sleepmaster, has become a joint major sponsor and the official “Sleep Partner” of both the Vixens and the Magpies in a unique new sponsorship agreement.

The partnership is unparalleled as the first of its kind in Australian sport. It is the first time two of Australia’s biggest sports and two leading national teams have joined together in one major sponsorship agreement.

The business program is already a success with Jason for the first time launching a range of Jason Family Bedding products in Kmart stores around Australia.  A range of Jason quilts, pillows and electric blankets are being promoted in a national consumer promotion in Kmart stores that offers a range of monthly prizes and the chance for a family to attend the 2009 AFL Grand Final. Vixens and Collingwood players are also making a series of appearances in Kmart stores around the country.

The sponsorship will also make a major contribution to the community by providing important funding for a junior netball competition involving 30,000 players in Victorian Primary Schools; and also supporting the Salvation Army this winter through the Jason Blanket Day Appeal.

Collingwood President Eddie McGuire said, “We are facing, tough economic times, particularly in the retail industry and this is a great example of innovation and foresight linking Jason Family Bedding products and Kmart with Australia’s two biggest and most popular sports. Collingwood’s alliance with the Melbourne Vixens continues to go from strength to strength.”

Jason and Collingwood will operate the annual Jason Blanket Day Appeal at the Collingwood vs Brisbane Lions match on Saturday 1 August 2009 at the MCG. Fans attending the match will be asked to donate blankets to the Salvation Army. Last year over 8000 blankets were collected. This year Kmart will also support the appeal offering customers the opportunity to donate blankets at selected stores around Melbourne in the week leading up to the match.