World Cup goes 3D

This deal means that viewers watching the matches on Sony's 3D products will experience the sheer immediacy and visual clarity of the action as if they were on the pitch themselves. The association is working on whether a live right will be offered in the coming months.

"This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport," said FIFA secretary general Jérôme Valcke. "We are proud that the competition 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 LCD TV, Blu-ray Disc recorders and players, VAIO and PlayStation 3, to provide many ways in which 3D content can be enjoyed in the 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.

"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 3D technology and premier products with dazzling content to produce a 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 Sir Howard Stringer, chairman, CEO and president of Sony Corporation.

3D Sites

During the World Cup, FIFA will host the "International FIFA Fan Fest" public viewing events in seven cities around the world (Berlin, London, Mexico City, Paris, Rio de Janeiro, Rome and Sydney). At Sony's commercial displays located within the "Fan Fest," people will be able to enjoy and experience promotional highlight trailers of the FIFA World Cup in 3D.

Sony Pictures Entertainment will produce and distribute the official 3D film after the event.