Brand Republic reports on a new scheme being trialled by UK supermarket chain Asda and mobile network Orange that allows live streaming of football matches to handily kitted-out shopping trolleys equipped with mobile phones. Currently only available in the Wembley store although potentially to be rolled out further soon, the scheme highlights Orange’s deal to be the first mobile operator to offer live coverage of every Barclays Premier league game.

The press release details a report commissioned by Orange to highlight the strain that saturday shopping trips can put on a couple with apparently 30% of men interviewed saying they would finish with their partner for forcing them to go shopping over watching their team play:

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