Samsung has partnered with Live Nation to stream select live events through the Gear Virtual Reality platform.
For those who already own the equipment, the new service, called VR Live Pass, will be completely free. The deal will be available on Gear VR events in early June through the Samsung VR mobile application.
Gear VR users will now be able to watch live entertainment events and performances from anywhere they like. Samsung has also made its Gear VR platform available to an additional 45 countries.
In addition, Samsung has also struck deals with mixed martial arts championship UFC and extreme sports event the X-Games. The VR Live Pass will enable fans to watch UFC 212: Aldo vs. Holloway in Rio de Janeiro on June 3, along with the X-Games Minneapolis in the US from July 13-16.
Earlier this year, TicketIQ chief executive Jesse Lawrence said that ticket prices for major events could soon plummet thanks to the rise of virtual reality. Lawrence argued that more and more fans would choose to watch events from the comfort of their own homes knowing they can enjoy a front-row experience via their VR headset.
More and more franchises, leagues and entertainment companies are adopting VR technology offerings for fans, including the NBA basketball league, which offers individual game passes. Premier League club Manchester City has also began offering a 360-degree virtual reality match-day video offering.
In 2016, Live Nation broadcast its first virtual reality gig through its partnership with NextVR.