BT Sport is to give football fans the chance to enjoy a match in Virtual Reality (VR) this weekend.
Chelsea and Arsenal's clash on Saturday September 24th will be filmed with VR cameras and shown live in four flagship EE stores in London - Westfield Stratford, Oxford Street, Marble Arch and Tottenham Court Road.
Football fans are being invited to come along and wear VR headsets and tablets so they can take in the action from four different viewpoints.
Jamie Hindhaugh, Chief Operating Officer at BT Sport, commented: "BT is delighted to be bringing fans even closer to the action.
"We hope fans enjoy experiencing all the highs and lows of a football match via Virtual Reality.
"Fans and viewers are at the heart of our coverage and this is a great opportunity to experience this innovative new technology live in four of EE’s top London stores."
Marc Allera, Chief Executive of EE, added that its customers greatly value the ability to watch sport on the go and love having the BT Sport app as part of their EE plan.
He described the VR trial in its four flagship London stores as "yet another example" of the extra benefits and unique customers its customers can enjoy now it is part of the BT Group.
However, some aspects of the BT and EE partnership have caused consternation among a number of rival firms.
The Telegraph recently reported that Virgin Media is angry about BT's decision to allow EE's monthly subscribers to have six months of free access to BT Sport via a mobile app.
Virgin Media is a direct competitor of EE thanks to its Virgin Mobile service and rents capacity from the company, while it also pays more than £120 million a year to BT in order to give its subscribers access to BT Sport channels.
As a result, the company is understood to be alleging that BT's promotion with EE breaches the contract it has in place, which states that wholesale access to BT Sport cannot be offered at a lower price than it is paying.