ESPN has signed an "exclusive deal" with Xbox Live to bring sports events to Microsoft's console.
The network will bring 3500 live sport events to 360 including Soccer, NBA collage basketball, collage football and more.
The service looked very similar to the Sky service currently available in Europe. A pair of lippy ESPN pundits (Robert Green jokes and all) even showed off ESPN working hands-free with Kinect.
ESPN will be available to Gold members at no extra cost.