Football is an emotional, dramatic and passionate sport. However, never before has there been a televised football match like the one broadcast on 04.12.2010."See something special" – true to the motto, Sky and Serviceplan are staging the world's first first football opera. The broadcaster's choice is the top match between vice-champions Schalke 04 and the champions themselves, FC Bayern Munich. The subscriber can choose between the traditional sports commentary or the singing of the opera ensemble, La Traviata, which can be selected by switching to an optional channel specially set up for the event.

Players, referee, ball: each protagonist is celebrated in song and broadcast on the second channel. The dual purpose of this campaign is to expand the target group to include "culture buffs and opera lovers" and to raise awareness of modern opera among young football fans. The innovative combination of culture and marketing is proving successful and is creating a completely new form of TV experience.