Nov 17, 2011 at 02:24 PM
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NFL Kinects With Xbox For Official Console Sponsorship

Xbox 360 will be the official console sponsor of the NFL and NFL PLAY 60 it was announced today by the NFL and Micosoft. The Xbox 360 will work with the NFL's youth health and wellness program, NFL PLAY 60, to promote an active lifestyle through Kinect for Xbox 360.

"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 program like NFL PLAY 60 and help inspire today's youth."

"We are pleased to welcome Xbox 360 and Kinect to the NFL family," said Brian Rolapp, chief operating officer of NFL Media. "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."

As part of the new relationship with NFL PLAY 60, Kinect for Xbox 360 will integrate into NFL PLAY 60 events and programs at all levels. Designed to tackle childhood obesity, NFL PLAY 60 brings together the NFL's long-standing commitment to health and wellness with partner organizations such as Xbox 360. Since the program was launched in 2007, the NFL has committed more than $250 million to youth health and fitness through programming, grants and media time for public service announcements.

"It's great to see organizations like the NFL and Xbox 360 coming together to support the fight against childhood obesity," said Alexis Glick, CEO of the GENYOUth Foundation, a nonprofit organization committed to getting kids active and healthy that has relationships with both Xbox 360 and NFL PLAY 60. "NFL PLAY 60 has taken a leadership role in inspiring and helping kids across the country to get active every day. And Kinect is a great, simple way for families to embrace a healthier lifestyle."