Sky broke product placement rules

Ofcom has ruled that BSkyB broke product placement rules by allowing Specsavers branding to run each time coverage of the Ashes cricket series used Hawk-Eye technology.
BSkyB admitted that it signed Specsavers as a sponsor in order to offset the "significant" costs of incorporating Hawk-Eye into broadcasts. However, BSkyB said that it considered the Hawk-Eye technology to be "programme-related material", which is allowed to be sponsored. However, BSkyB did admit that Hawk-Eye did not fit into the "traditional" expectation of a product or service that is considered to be programme-related material.
Ofcom ruled that under the broadcasting code Hawk-Eye was not programme-related content, defined as either a book, CD or podcast or something that "derives benefit outside of their viewing experience of the programme".