Sony to Produce FIFA WC10 Matches in 3D

Press release:
Sony Corporation and FIFA (Fédération Internationale de Football Association) today announced an agreement for select media rights to produce some of the 2010 FIFA World Cup™ games in 3D.

Up to 25 of the 2010 FIFA World Cup South Africa™ matches will be covered using Sony’s next generation 3D professional cameras to broadcast action in unprecedented depth, clarity and excitement to viewers around the world.

By combining the excitement of the FIFA World Cup with 3D images generated through Sony’s cutting-edge technology and products, Sony and FIFA will seek to deliver images that will convey the action and emotion of the games, offering an unprecedented experience.

Sir Howard Stringer, Chairman, CEO and President of Sony Corporation, said: “The transition to 3D is underway, and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the FIFA World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.”

Jérôme Valcke, FIFA Secretary-General, said: “This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport. We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.”

From 2010, Sony will be incorporating 3D compatibility into a wide range of consumer products such as BRAVIA LCD TV, Blu-ray Disc recorders and players, VAIO and PlayStation®3, to provide a multitude of ways in which 3D content – from 3D movies to stereoscopic 3D games – can be enjoyed at home.

By having viewers around the world experience sensational 3D content from the World Cup tournament, Sony aims to accelerate the expansion of 3D from professionals to consumers in 2010 and beyond.