Football fans in Manchester to experience first 4D world cup broadcast for England vs Uruguay

Full sensory experience for fans, with scents released at key game moments, most English of aromas - the Sunday Roast - to be released during national anthem!

ITV Feverpitch

On 19 June, during the England Vs Uruguay match, the world’s first 4D World Cup broadcast will bring Brazil to Manchester with a full sensory experience for the thousands of fans in the Fever Pitch stadium. 


As well as the visual spectacle of the big screen broadcast, the team behind ITV Fever Pitch will be creating an immersive, sensory experience that will take viewers ‘ there’, as something special for what will undoubtedly be an important game for the England team.


Not only the sights and sounds from Brazil, but evocative smells too - viewers will be transported to the Arena Sao Paulo, with the smell of freshly cut grass released into the Fever Pitch stadium, they’ll be able to smell the Brazilian beaches when that scent is released, and at half time, the smell of half time oranges will fill the fan park. And if things go England’s way, the sweet smell of success in the guise of victory champagne will be on the cards!


To decide which scent to release when the pre match National Anthem played – the team behind ITV Fever Pitch polled fans across their social media networks.  To pinpoint the scent that would most trigger a sense of patriotism in the crowds, they asked them to choose from a list, the scent that most makes them think of England.


Fans were asked to vote for the unique English smells that rouse their senses, selecting from a list including chips by the sea, the greasy spoon, strawberries & cream, or a cup of tea....but it was the family favourite - a Sunday roast came top - that came out on top.


This the most popular scent will be released at the event during the pre-match National Anthem, followed by other aromas to rouse the senses in what promises to be an exciting match for fans in the Fever Pitch stadium.


An ITV spokesperson commented;

Our sense of smell is a very powerful emotional indicator and we hope that by engaging our Fever Pitch visitors’ noses with intense bursts of fragrance such as the Sunday roast we will enhance their World Cup experience and transport them to Brazil creating a truly unforgettable experience, whatever the result.  It will be exciting to see how the crowd react.


The Manchester based event is located on the old Granada studios site, and will be free to enter for the general public for the duration of the World Cup.


The Fever Pitch fan park will open on 12 June for the first match of the tournament, Brazil vs Croatia, and the first England match to be shown will be England vs Uruguay on 19 June.  75,000 pre-booked free tickets have already been snapped up for matches across the duration of the tournament.

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