Sky1 sports panel show A League of Their Own will from tomorrow feature an Xbox 360 as part of a product placement deal between Microsoft and the broadcaster.
In December of last year Ofcom finally gave the nod to legal product placement on UK TV shows. The change came into effect from February 28th but this is the first agreed deal under the new terms.
Digital Spy reports that in tomorrow's show, which is hosted by James Corden, Xbox 360 game Kinect Sports will appear in the pre-title sequence.
Xbox 360 already sponsors A League of Their Own.
"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."
Head of branded content at Sky Jason Hughes added: "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."