Launched on SSE Swalec stadium in Cardiff on 8 July, the 'A Proper Ball experience – a take on its slogan 'Let’s have a proper brew'– has been developed by BMB London.
Using an Oculus Rift headset, cricket fans can feel what it would be like to face three balls, bowled at approximately 80mph, from England fast bowler James Anderson.
The experience lasts 120 seconds and is available at every Ashes Test, all day, except during the lunch and Yorkshire Tea break.
A spokesperson for Yorkshire Tea told Event that the VR headset had been very well received by fans of all ages, "particularly as it offers a chance to virtually experience something that so few people actually get to do".
"There has been plenty of phantom batting, dodging and general grinning," he added. "We also detected relief from many that they’re not at the crease facing him for real".
The VR experience has run as part of the tea brand’s wider partnership with the England and Wales Cricket Board, and marks its third year as the official brew of the England cricket team.
Over the summer, the brand will be serving free tea at every match from its Little Urn van, while the Yorkshire Tea brass band will entertain during the tea break.
It is also searching community cricket clubs across the country to find the best cricket tea in the Yorkshire Tea Great Cricket Tea Challenge. Amongst the judges is former England captain Michael Vaughan, and this year’s victors will win the chance to host and compete in a match against a team of cricketing legends, made up of country and international stars.
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