Leading British terrestrial television broadcaster the BBC has announced it is now streaming some of the summer's biggest sporting events to mobile devices over 3G and Wi-Fi.
Writing on the company's blog, senior product manager for BBC Future Media Lucie Mclean announced that sport fiends will now be able to enjoy live broadcasts of football, golf, and the Olympics on their smartphones and tablets.
"You can now watch all the Euro 2012 matches broadcast by the BBC directly on your mobile - live, and on demand, as well as highlights. Audience research shows that users are increasingly looking to the web on the go, getting the content they want when, and where, they want it," she said.
"These new features are part of our overall strategy to offer the best BBC Sport content across four screens and ensure audiences never miss a moment of big sporting events," Ms Mclean added.
The video can be accessed through the existing BBC Sport microsite, or via a new dedicated mobile sport homepage. The improved coverage is available on smart devices running upwards of iOS 5.0 or Android 2.2 FroYo.
In addition to the immediate appeal of live Euro 2012 coverage, other big sporting events that will be able to be viewed on-the-go via the BBC include Wimbledon, the British Grand Prix from Silverstone, the British Open golf tournament, and the Olympics.
The unveiling of the BBC's latest digital feature comes on the back of an earlier announcement pertaining to the Olympics. YouTube has also ventured its plans to offer a live HD stream of the Olympics in Asia and Africa.