Possible 3D first for Heart of Midlothian matchday programme

FOOTBALL fans at last weekend’s (men’s) Scottish Premier League clash between Heart of Midlothian and Kilmarnock at Tynecastle were given the rare sight of a 3D progamme, believed to be the first of its kind in the SPL.

Complete with a free pair of 3D glasses with every issue, the publication, which was priced at its usual £3, went down such a storm that the increased print run of around 3,000 sold out long before kick-off.

Such was the clamour for the unique issue – designed by 442 Sports Marketing Ltd – that the club has ordered a reprint of a further 1,000 copies which will go on sale before tomorrow’s home game against Inverness CT.

“We were blown away by the demand,” says programme editor, Paul Kiddie, Hearts’ communications manager.

“The feedback has been great. We actually believe this might be the first fully 3D matchday programme in the UK. The likes of Newcastle United and QPR, in England, have only run 3D front covers. We, on the other hand, had something like 79 images, including adverts, transformed.

“Some people say matchday programmes are on their way out but, thanks to 442’s expertise, we are breathing new life into it at Tynecastle and are happy to keep pushing the boundaries.”

The club is not expected to publish 3D progammes on a regular basis due to the longer production schedule involved, but 3D single pages popping up now and again are a distinct possibility.