Microsoft's Xbox 360 division has partnered with the NFL to become the official console sponsor of the NFL and NFL Play 60 – the NFL’s youth health and wellness programme aimed to encourage 60 minutes a day of activity to alleviate the problem of childhood obesity.
As part of the multi-year sponsorship, Xbox 360 will work with NFL Play 60 to teach children the importance of healthy lifestyle through Xbox 360's controller-free Kinect function.
It is believed the deal will have no effect on the NFL’s lucrative licensing agreement with Electronic Arts, whose popular Madden title will continue to be available on platforms other than the Xbox.
With the NFL’s multi-million dollar deal with Motorola – one of just three brands with on-field logo rights – due to expire at the end of this season, there is speculation, notably from CNBC’s sport business reporter Darren Rovell, that Microsoft is using this deal as a platform to fight for the official headset rights when they become available.
"We are excited to be aligning with one of the world's premier sports organizations and believe the Xbox 360 brand represents many of the same values as the NFL, including fun, fitness and great entertainment," said Dennis Durkin, corporate vice president and chief operating and financial officer of Microsoft's Interactive Entertainment Business. "We particularly look forward to the opportunity to work with an incredible programme like NFL Play 60 and help inspire today's youth."
Kinect for Xbox 360 will be integrated into NFL Play 60 events and programmes at all levels.
Chief operating officer of NFL Media, Brian Rollapp, commented: "We are pleased to welcome Xbox 360 and Kinect to the NFL family. Fitness is core to our game, and we are looking forward to working with Kinect for Xbox 360 to evolve NFL Play 60 in new and innovative ways."
Since NFL Play 60 was launched in 2007, the NFL has committed more than US$250 million to youth health and fitness through programming, grants and media time for public service announcements. The NFL and its teams have built more than 100 NFL Youth Fitness Zones and organised more than 1,500 Play 60 youth events.
NFL – Microsoft
