A football screening using "glasses-free" 3D technology is set to be trialled at the Walkabout bar in London's Covent Garden.
Sky's coverage of the Champions League Final on 28 May is to be screened at the venue using a 65-inch TV set provided by iPONT International, which specialises in glasses-free 3D technology.
A wide-angle 3D display will be installed, using a special set-top box that can stream real-time 3D broadcasts from a Sky+ HD decoder. A so-called "viewing cone" of 120 degrees is said to give viewers a 3D experience.
Dal Jones, bar manager at Walkabout Covent Garden, said: "With the UEFA Champions League Final returning to Wembley this year we're going to be giving our customers the next best thing to being there, but with the added bonus of having a beer in their hands.
"Not only will we be the first bar in the UK to screen 'live' 3D football without asking customers to wear 3D spectacles, but we'll bring a totally new immersive experience to Walkabout."
Sky's 3D TV football channel started broadcasting matches in 3D last April and more than 1,000 pubs have signed up to receive the service, the broadcaster said.