For Microsoft this will primarily serve as a TV showcase for its technology and serve as a kind of advertising for the devices. Microsoft has already engaged Surface product placement, most notably in an episode A of the ABC siticom show "Suburgatory" in which the device was actually written into the script as a love interest for the main character. A
Microsoft will also place its branding on referees' instant-replay devices and other areas along the sidelines, the AP says.
Sign up for CIO Asia eNewsletters.