British football fans agree on very few things: how much everyone likes Jimmy Bullard, Arséne Wenger's need to buy a proper centre-half and how painful it is to be dragged out shopping just before kickoff on Saturday. It's those sympathetic and forward-thinking people at Sky who have the answer, at least to that last one. The company has teamed up with supermarket Sainsbury's (which has a track record of innovation) to trial a new trolley with a solar-powered iPad dock and speakers. Now you can watch the game, or anything else, via the Sky Go app on your device and get the grocery shopping done at the same time. Worried about getting so engrossed in Juan Mata's footwork that you'll be a danger to others? Rest easy, the cart has proximity sensors attached to let you know when you're about to sideswipe a pensioner. It's being trialled in the Cromwell Road Sainsbury's in West London -- all you need to try it yourself is an iPad, Sky Go access and a desire to be on the cutting edge of sports and technology. If the thought of shouting 'Taxi for Bent!' down the fruit aisle appeals, you can catch another pic and the press release after the break.

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Sky Sports fans get trollied at Sainsbury's

Sky Go trials new high-tech trolley at Sainsbury's to ensure consumers don't miss out on the latest sports news as they shop

The most action packed day of the football calendar is almost upon us and to ensure tomorrow's transfer deadline day is not interrupted with life's daily chores, Sky Sports News presenters Jim White and Charlotte Jackson tried out an innovative new trolley at Sainsbury's, designed to allow customers to stream the latest sports action via the Sky Go iPad app while they shop.

Customers can catch all the latest Sky Sports News live, and on the move, via the Sky Go app, so even the weekly grocery shop won't get in the way of tomorrow's transfer news, shock deals and speculation.

Footie fans can breathe a sigh of relief thanks to the state-of-the-art trolley which comes complete with tilting iPad holder and speakers, a front bumper complete with a sensor which lets off a warning beep if you get too close to other shoppers and an onboard battery with self-charging solar panel to ensure the viewing device never runs on empty.

Creator of the Sky Go trolley, Ian Burgess, Setwo Designs comments: "Being able to create a gadget that is practical yet innovative is often a challenge but Ithink with the Sky Go trolley we've cracked it. The trolley can be used in the traditional way for shopping yet streams the latest sports news on Sky easily."

Holly Knill, Head of Sky Go, comments: "The transfer deadline window is a perfect example of when sports fans want to be kept up to date with the latest sports news whenever and wherever they are. We have been able to respond to this consumer demand by working with Sainsbury's to create a prototype that allows sports fans to never miss a minute of the latest news from Sky Sports via the Sky Go app".

Brett Hart Sainsbury's trolley buyer: "We strive to make our customers' lives simpler, which is why we're looking at these new trolleys."

Sky Go is a new service from Sky that lets you watch all five Sky Sports channels, ESPN and Sky News through multiple devices including your laptop, PC, iPad or iPhone. For more information visit www.sky.com/go



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About Sky
Sky operates the most comprehensive multichannel, multi-platform television service in the UK and Ireland, reaching almost 10.3 million homes. Sky continues to break new ground with its own portfolio of channels: Sky 1 combines its commitment to UK production with the best of the US; Sky Arts is the UK's only dedicated arts channel brand; Sky Sports is still raising the bar in sports broadcasting; and Sky News remains a pioneer in television news. Sky also works with dozens of other broadcasters on the satellite platform, online and on mobile. Sky is now leading the UK into the age of high definition television with Sky+HD and launched Europe's first 3DTV channel, Sky 3D last October. The company has also been the UK's fastest-growing broadband and home phone provider over the past four years.

About Sky Go
Sky Go will give customers yet more control and choice over how, when and where they enjoy Sky. Each Sky home will be entitled to register up to two devices, through which they can enjoy access to live channels and selected on-demand content.

On mobile and tablet devices, customers will be able to access all five Sky Sports channels, ESPN and SkyNews, with further channels to be added over time.

On laptops and computers customers will be able to access more than 30 live channels, including all five Sky Sports channels, Sky Movies, Sky News, Sky 1, Sky Atlantic, Sky Arts, MTV, Disney, G.O.LD, Nickelodeon, NatGeo, History, Eden and ESPN, supported by an extensive library of on-demand content.

Sky Go will is available to non-Sky TV customers, with monthly subscriptions priced from £15-£40. Sky will also remain available on Xbox and Fetch TV, but will rebrand simply as Sky (currently Sky Player).

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iPad dock shopping cart keeps footie fans and their other halves happy