FIFA on Thursday announced that it had signed a media rights agreement with Sony, an official FIFA Partner, to deliver 3D images from up to 25 matches of the 2010 World Cup South Africa.
Thanks to this deal FIFA will use the best expertise available
in its production in 3D, and take advantage of Sony’s technologies and know-how in the area of 3D.
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.
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 Jerome Valcke at a press conference.
“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
“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,” said Sir
Howard Stringer, Chairman, CEO and President of Sony Corporation.
Goal.com was at the press conference and the 3D show was truly an impressive improvement in the way people can watch football matches. The action is so realistic that it seems as if you can stick your hand out and catch the ball or touch a player.
Speaking to other journalists at the event, it became clear that this technological advance in the world of football could be very well received by the fans."It was quite something wasn't it?" exclaimed a British freelance photographer.
"This will change the way we watch the game, it will be an even more emotional experience if it is that real, there is little to separate the live feeling and watching it on a screen if it is in 3D."
Pictures Entertainment will produce and distribute the official 3D film
of the 2010 FIFA World Cup South Africa after the event.
Peter Pedroncelli, Goal.com