Sony, which is one of the Champions League sponsors, has appointed Iris Experience to handle the experiential activity, which begins tonight at The Morrison in Chelsea for the Chelsea vs Fenerbahce quarter final.
Iris Experience will complement the improved viewing experience with a programme of game-themed entertainment and competitions.
Further pubs, initially in the Chelsea and Arsenal areas of London, will also get the same treatment in the coming weeks.
Cameron Day, director of Iris Experience, said: "What could be better than making the beautiful game even more beautiful through Sony's investment in technology to bring fans an even deeper, richer emotional experience."