Following the collapse of satellite sports channel Setanta, who were due to show the match, England fans were left with two options if they wanted to see the England v Ukraine World Cup Qualifier; pay to watch it online or at the cinema, or go without.

The BBC, ITV and Sky were all approached to buy the rights, but opted to not shell out as England were already guaranteed a slot in the finals – a move which angered avid fans.

This was the first time an England game is available on pay-per-view online, and not on the television. It was also the first time a football match was to be shown live on the big screen at cinemas.