Applied Research led on the development of the 8K 360 immersive video workflow, helping to deliver the new BT Sport Match Day Experience which aims to provide a 'revolutionary new way to watch sport'.

BT Sport and EE have announced a 'game-changing' new way for armchair fans to soak up live action, which they hope will help fill the void while supporters are locked out of stadiums. The Match Day Experience offers sports fans a suite of new features including 8K 360 video, augmented reality, shared social viewing and a manager view.


“The Applied Research team have supported many technical tests from the Labs at Adastral Park and on-site live 8K 360 production trials live from Everton, Brighton, and Chelsea. This work is a really great example of how AR works across the business and collaborates with external partners to develop and deliver step-change services to customers” Andy Gower, Interactive & Immersive Content, AR.

The new BT Sport offering was promoted by BT and EE ahead of the iPhone 12 pre-order going live and demonstrate BT Sport’s leadership around TV innovation.

The 'Match Day Experience' is available to customers that take out a new EE 5G contract with an iPhone 12 and all existing BT Sport Ultimate subscribers with an Apple device running iOS 11 or higher.

Top 3 key messages that have firmly landed throughout the coverage:

EE is to offer the UK’s most immersive sports TV viewing service with new Match Day Experience Features in the BT Sport App

Customers taking the new EE Full Works Plan with iPhone 12 will receive inclusive access

BT Sport is leading the way with sports innovation in the UK market