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Heh, it seems Xbox 360 Live is one of the shirt sponsors in MLS:

"On Wednesday, Microsoft and the Sounders plan to announce a deal that will place the words "Xbox 360 LIVE" on the front of the Sounders' uniforms when they open next March at Qwest Field. Under the terms of the deal, Microsoft will pay the Sounders roughly $4 million a season for five years, according to people familiar with the arrangement."

http://online.wsj.com/article/SB121194248966725139.html

I think $4 million per year is a lot of money for just a shirt print on one single soccer team! No wonder Xbox isn't profitable lol.