MUMBAI: For the first time in its 76 year history, the Fifa World Cup will be broadcast live on mobile phones.

Marketing agency Infront Sports and Media has signed an exclusive agreement with mobile network operator Swisscom Mobile for mobile broadcast rights covering all 64 matches of the event for Switzerland.

Swisscom Mobile is entitled to offer live and/or delayed streaming transmissions of all games to its customers. The transmission is possible over telecommunications networks (e.g. GSM/UMTS) and over digital mobile broadcast systems employing DVB-H or DMB transmission standards.

Swisscom Mobile have also acquired the exclusive rights to transmit near-live and/or delayed video clips of key match footage such as goals via mobile networks to mobile phones. These rights also include access to archive video material of the 2002 Fifa World Cup.

Infront executive director Oliver Seibert said, “The agreement with Swisscom is another ‘first’ in history of Fifa World Cup broadcasting. The fans in Switzerland will be able to enjoy an unprecedented variety of live viewing options delivered through multiple distribution windows.”

Swisscom Mobile is a Swiss mobile communications provider with the best national network coverage. Swisscom Mobile AG belongs to the Swisscom Group at a share of 75 per cent and to the Vodafone Group at 25 per cent. The company has four million customers.