Microsoft has recognised the importance of sport by signing deals to stream a wealth of new sporting content through its X Box live product.
The full range of ESPN Content, including live sporting events from around the world, will be part of an expanded offering that already includes video on demand and more than 200 million movies and TV shows added in the past 12 months.
The company has also signed a deal with Nike to launch the Nike+ Kinect Fitness Programme. This will link into data from the Nike Fuel Band launched earlier this year which monitors all physical activity for those wishing to optimise their fitness.
The announcements were made at the E3 Electronic Expo, fittingly held at the Basketball Arena of the University of Southern California.
The worlds of sport and entertainment draw ever closer and major companies are recognising the massive appeal of partnership with sporting brands.
Microsoft is a member of the Sport for Business Community