A case study from across the pond. Product placement in the UK is still less than 2 years old and evolving quickly. Sky and MEC got together with Visa to deliver the deepest and most innovative brand integration on British Television to date by weaving Visa's Olympic ambassador Usain Bolt throughout Sky 1's flagship Sports Entertainment show A League of their Own. It helped Visa become the most recognized Olympic sponsor amongst viewers, drove key brand measures, made Visa's other communications even more effective and is now the benchmark for product placement amongst British broadcasters.