Aruna Media drafts in Pitch to promote FIFA World Cup games in 3D

Football fans around the world will be encouraged to watch FIFA World Cup games in 3D as part of a PR drive by Aruna Media AG.

African experience: football fans can watch in 3D
African experience: football fans can watch in 3D

The events firm has called in London-based sports PR specialist Pitch to promote its 3D coverage of this year's tournament in cinemas worldwide.

Aruna, a 3D live events firm that focuses on capturing 'out-of-home' 3D audiences, has secured the exclusive rights from FIFA to screen games in 3D cinemas and entertainment venues worldwide from this year's World Cup in South Africa.

Pitch is working with Aruna in the lead up to the competition, to drive awareness of the 3D offer around the world and to promote the profile of the company. It is understood that more than 800 cinemas around the world will each show 25 games. In the UK, at least 50 cinemas will take part.

Pitch chief executive Henry Chappell said: 'This is the first major deal for Aruna Media AG, so a key part of the remit is establishing its status in the field of rights distribution. The timing is also significant and exciting, as it aligns the world's largest sporting event, the FIFA World Cup, with the 3D experience at a time when films such as Avatar have taken 3D popularity to a new level.'

Aruna Media AG managing director and co-founder Markus Bartmettler added: 'The viewing experience aims to surpass that of any previous live events broadcast in 3D. This is a great launch platform for our young sports rights company and we hope many more opportunities will arise from this landmark deal.'

The 2006 FIFA World Cup in Germany attracted total viewer numbers of 26.3 billion.

There are 41 days left until the start of the 2010 World Cup, when 32 countries will be taking part.

England kicks off its Group Three campaign on 12 June against the US, followed by games against Algeria on 18 June and Slovenia on 23 June.

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