Sony Puts World Cup in 3D

FIFA signs agreement for 3D broadcast as well as post-match film from Sony Pictures.

Last Updated: December 3, 2009 @ 10:36 AM

World Cup presenter FIFA announced Thursday that the 2010 World Cup South Africa will be broadcast in 3D, thanks in part to a media rights agreement FIFA signed with Sony, an official FIFA partner.

Using Sony’s 3D technology and expertise, FIFA will deliver 3D images from up to 25 matches of the 2010 World Cup to Sony’s 3D products.

After the World Cup, Sony Pictures Entertainment will produce and distribute the official 3D film of the event.

FIFA also is working on whether live rights will be offered to the matches.

“This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport,” FIFA Secretary General Jérôme Valcke said in a statement. “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.”

“The transition to 3D is under way, 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,” said Howard Stringer, Sony Corp.’s chairman, CEO and president.