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The ad shows members of the England team, including Jonny Wilkinson and Lewis Moody, emerging from the dressing room before a match.

The mobile operator will next month offer its customers first refusal to buy tickets to view England's matches in 3D, as part of its Priority customer-retention scheme.

Non-O2 customers will then be able to purchase tickets to the broadcasts, which are being produced by 3D specialist Inition to celebrate 100 years of rugby at Twickenham.

O2's Priority scheme already runs 'Blue Rooms' at international rugby matches, which provide music and entertainment to its customers before and after matches.

The mobile network also offers its customers priority access to concerts at O2 Academy music venues and The O2 arena in London, as well as the opportunity to win tickets to Arsenal football matches.

However, its sponsorship of the screenings of England's home matches against Wales on 6 February and Ireland on 27 February will be the first time a major sporting event has been shown live in 3D.

The screenings, devised by Archibald Ingall Stretton, are an extension of O2's £16m, four-year sponsorship of the England rugby union team.