Under the terms of the agreement, the entertainment and games console will work with the NFL’s youth health program, NFL Play 60, to teach youngsters about the benefits of a healthy lifestyle and tackle childhood obesity. As part of the new relationship with NFL PLAY 60, Kinect for Xbox 360 will be integrated into NFL Play 60 events and programs at all levels. Financial details of the agreement have not been disclosed.
“We are excited to be aligning with one of the world’s premier sports organisations 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 program like NFL Play 60 and help inspire today’s youth.”
NFL Media chief operating officer Brian Rolapp added: “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 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.