Nintendo sponsors British game show

Nintendo has made a deal with UK TV station Five to fully fund one of its new shows, MCV reports. The Advertiser-Funded Programming deal means that Nintendo will pay for eight episodes of the new Britain's Best Brain show, which subjects contestants to five tasks, each designed to test a different brain function: "memory, co-ordination, numeracy, recognition and risk."

Obviously, we suspect Nintendo will use this opportunity as a promotional platform for the Brain Training series. If it were, say, Capcom looking for Britain's best brain, there would be cause for concern. MCV notes that in-show product placement is illegal, meaning that Nintendo will have to relegate the DS mentions to ads.

This article was originally published on Joystiq.