This is nothing new. Sprint has been heavily into what is known as "product placement advertising" for a long time now. Basically, the vendor of a product pays the producers so that that the product appears in a scene in a TV show, movie, music video.... even video games now. Whenever you see folks standing in a kitchen and there happens to be a can of Coke or Pepsi, it's not just a random choice of whatever they had around for a prop.
If you want to see really outrageous uses of product placement, watch previous seasons of "24".... where Jack is talking on a Sprint phone to Chloe at the same time she's downloading schematics to him... can you say "Rev A and VoIP"?
