02 to broadcast England’s 6 Nations games in 3D

02 is to screen England’s home RBS 6 Nations games live in 3D at 40 cinemas across the country.

The screenings mark the first time a sports event has been broadcast live in 3D in Europe and will feature England’s official centenary match, against Wales on 6 February.

Sally Cowdry, marketing director at O2, said: “As England team sponsor we’re committed to enhancing the experience for rugby fans. With these screenings we’ll be using the latest technology to let thousands of fans across the country get closer to the action and join in the excitement of celebrating 100 years of England Rugby at Twickenham.”

Paul Vaughan, RFU business operations director, said: “In Twickenham’s centenary year, this demonstrates that England Rugby has a rich history and an even richer future with exciting new developments such as O2’s 3D screenings.

“It’s a privilege to be involved with England Rugby and celebrate 100 memorable years, and I hope rugby fans will pack cinemas across the country to support the team and mark this milestone.”

A recent forecast from informitv predicted that 3D will be a limited success over the next few years, “popular for movies and major live events” but remaining a niche product while it requires viewers to wear special glasses.