Sky have announced that they have signed a product placement deal between Microsoft. The British show sports panel show A League of Their Own will have Kinect Sports in the pre-title sequence; the Xbox 360 is already a sponsor of the show.

“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,” Microsoft’s retail sales and marketing division boss for Xbox Stephen McGill stated. “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.”

“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,” said head of branded content at Sky, Jason Hughes. “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.”