Xbox is investing in a product placement that involves its voiceand motion-sensitive controller Kinect being featured as part of the content for the first time.
The placement is part of Xbox's ongoing six-figure broadcast sponsorship and product-placement agreement for the series.
The first deal of its kind in the UK for both Xbox and Sky, the placement will run in the final episode of the current series of Sky1 HD's sports panel show A League of Their Own. The show features host James Corden alongside team captains Jamie Redknapp and Andrew 'Freddie' Flintoff.
In the 16 December edition of the quiz, contestants will participate in a 100m 'sprint challenge'. Players run on the spot in front of a screen, their movements being detected by the Kinect.
Through the tie-up, Xbox became the first brand to strike a product-placement deal with a BSkyB-owned channel.
The activity has included showing the audience of A League of Their Own playing Kinect Sports. However, this is the first time Kinect has been part of the show's content.
The deal was brokered by UM London in conjunction with Xbox, Sky and production company, CPL Productions.
Stephen McGill, director, Xbox and entertainment at Microsoft UK, said: 'A product like Kinect needs to be seen in action. This development is a brilliant example of how we continue to challenge the boundaries that the platform offers.'
Jason Hughes, head of branded content at BSkyB, said Xbox was 'a natural fit' …