Pubs won't be able to screen the World Cup in 3D.
BBC and ITV, which have broadcast rights for the games in the UK, have both confirmed that they have no plans to screen matches in the format. It's a blow to the 1,000 pubs that are 3D TV compatible.
A BBC spokeswoman said: "We do not currently have any plans to show the World Cup in 3D." An ITV spokesman said: "There are no plans for 3D TV at this stage."
A Sky spokesperson said: "We don't hold any rights to the World Cup, so it's for the rights holders to decide if they would like to give football fans the chance to get closer to this summer's action by offering 3D coverage of the finals."
Thorley Taverns boss Phil Thorley, who has 3D TV at 12 of his 38 pubs, said: "It's very, very disappointing.
"It's a missed opportunity for the trade. People are very interested in 3D TV and would come out to see it."
Licensee Terry Hayman said: "England matches will bring in people anyway. For the other games I think they will be happy to stay at home.
"If we could have shown them in 3D TV it would have been different. It's definitely a disappointment."
The licensee of the freehold Silent Whistle in Ashburton, Devon, has invested about £3,000 in 3D TV, including two screens plus installation.
James Mawer, commercial manager at Walkabout operator Intertain, said: "It's a disappointment. However, when we took the decision to put 3D TVs in all Walkabout sites we knew it wouldn't be guaranteed.
"Our investment is part of a long-term strategy rather than a short-term uplift from the World Cup."
• Sky has launched a website for locating pubs that have 3D TV: www.sky.com/3Dpubs.