Sky to use Kinect Sports in product placement
Microsoft have announced that Kinect Sports will be the first brand to be shown using product placement on Sky. The first showing will be on Friday 1st April in the pre-title sequence of Sky 1 HD's sports panel show A League of Their Own.
The show's pre-title sequence features its stars preparing to go on-air while members of the studio audience gear up in the backstage holding area by playing Kinect Sports.
Jason Hughes, Head of Branded Content, BSkyB, comments, "We're delighted to be able to build on our broadcast sponsor partnership with Kinect for Xbox 360 and Kinect Sports in this way, especially as it is the first product placement deal we’ve agreed to make it on air. Both Kinect Sports and A League of Their Own are all about people having fun with sport, and we look forward to working with Xbox to innovate and develop our relationship further over time."
Adds Stephen McGill, Director of Xbox and Entertainment for Microsoft’s Retail Sales and Marketing Division, UK & IR, "Coming hot on the heels of the Xbox sponsorship of Got to Dance 2, this product placement deal with Sky provides yet another highly innovative partnership opportunity. Kinect Sports is an ideal fit for A League of Their Own, and I’m sure viewers will be interested to see how the game has been integrated into the show."