As Vodafone is the only pay-TV provider with a well-defined 4K strategy in the country, it holds an advantageous position to start delivering live football in ultra-high definition (Ultra HD).

The pay-TV operator will offer one game of La Liga and one Champions League match per week in Ultra HD just for bars and restaurants, according to Spanish financial newspaper Expansion.

The move increases Vodafone’s interest in the hospitality sector; the telco announced two weeks ago a convergent package with all its football content and connectivity services. Nielsen estimates there are 260,000 hospitality establishments in Spain, 65,000 of which are already subscribing to sports packages.

Although 4K announcements are also expected from Vodafone’s main rivals Orange and Telefónica – Movistar+ already delivered El Clásico live in Ultra HD last season - the British company has taken the lead, building on its existing 4K offering.

In fact, Vodafone has been commercialising an Ultra HD set-top box and delivering a 4K content package with four networks since March.