Microsoft will connect with consumers/action sports fans through interactive Zune experience.
Zune announced that it will be the exclusive digital media sponsor of the 2008 Winter X Games, the world's premier action sports event taking place January 24-27 in Aspen/Snowmass, Colorado. The sponsorship will give Zune a significant and visible onsite presence at the event and will include TV, online, and print advertising. Attendees will be able to visit the Zune village booth, where they can try new Zune wireless media players and take part in special giveaways and promotions.
Apparently, there will be 10 customised Burton snowboards featuring Zune original artwork. These have been created exclusively for the Winter X Games. Zune Originals gives individuals the option to customize their own Zune player with laser-engraved designs and personal text via an online store, where they can choose from a collection of artwork designed exclusively for Zune by 18 internationally recognised artists.
Zune’s presence will be further extended through integration into activities at the Burton/Monster house, which will serve as a venue for athlete product seeding along with photo and video opportunities.
M&C have made some comments here.