World Cup 2010: First 3D Tournament Thanks To Sony

For the first time in the history of the FIFA World Cup, the action on the pitch at next year's tournament will be broadcast using the next-generation 3D technology.
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.

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.

“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 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 endeavour.”

“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. 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."

Sony Pictures Entertainment will produce and distribute the official 3D film of the 2010 FIFA World Cup South Africa after the event.

Peter Pedroncelli,