The Haka is one of the most intimidating sporting traditions on the planet. Performed before a rugby game by the New Zealand All Blacks, it has become synonymous with one of the most powerful brands in world sport.

Now, thanks to the All Blacks’ major global sponsor AIG, rugby fans are given the opportunity to face up to the Haka via virtual reality with the launch of its Haka 360º Experience.

Using 360 degree video technology, the experience seeks to give the viewer the full experience of being on the field with the All Blacks.

Accessible via an app on user’s smart phone, they can either view it on their handset or fully immerse themselves with a custom-made Haka 360º headset.

AIG’s Global Head of Sponsorship Daniel Glantz suggested that the Haka was something unique and they were delighted to be able to bring it to users around the globe

This electrifying world first experience of being transported onto the rugby field with the team is not to be missed. “We wanted to bring fans closer to the All Blacks and what better way to do that than to harness the power of 360 degree video technology to bring them face to face with the legendary haka. The video enables users to look anywhere and control their own experience; allowing them to truly feel like they have taken their place on the field with the All Blacks.

These experiences using these types of VR applications as well as the 360 technology are becoming increasingly popular with the likes of Shell using their brand rights with the F1 and the US Open with American Express and Maria Sharapova.