This weekend, EE will give its customers the chance to watch a Premier League game in virtual reality at four of its flagship stores, thanks to its partnership with BT Sport.
The Chelsea v Arsenal match will be filmed using immersive VR cameras by firm LiveLike - so you'll be able to choose whether you want to watch it from the stands or pitch-side.
Four London stores are participating: Westfield Stratford, Oxford Street, Marble Arch, and Tottenham Court Road. They'll have VR headsets and tablets available to watch the game on.
EE CEO Marc Allera said: "We know that our customers love watching sport on the go and that's why they love the fact they can now enjoy the BT Sport app as part of their EE plan. This fantastic VR trial of BT Sport in four flagship London stores is yet another example of the additional benefits and unique experiences our customers will enjoy now we are part of the wider BT Group."
Does it signal the start of more VR stuff from the BT Group? Maybe. Sports services like BT Sport and Sky Sports are often at the forefront of TV technology - BT Sport was the first TV service to officially launch a 4K channel, at least in the UK - so this could well be the first of many games that we can watch in VR.
The match kicks off at 5.30pm on Saturday 24 September, so make sure you get down to an EE shop before then if you want to get immersed in the game.