Sony and FIFA Announce the World's First 3D FIFA World Cup(TM)

Sony and FIFA Announce the World's First 3D FIFA World Cup(TM)

CAPE TOWN, South Africa, December 3/PRNewswire/ --

- The Excitement and Action of the World's Most Popular Sporting Event
Will be Viewed as Never Before

Sony Corporation and FIFA (Federation Internationale de Football
Association) today announced an agreement for selected media rights of the
2010 FIFA World Cup(TM) in 3D. FIFA is to produce the world's first FIFA
World Cup(TM) in 3D. Up to 25 of the 2010 FIFA World Cup South Africa(TM)
matches will be produced using Sony's 3D professional cameras, which will
provide coverage of the action that is unprecedented in depth, vividness and
excitement to people around the world.

FIFA will utilize Sony's experience and know-how of 3D content production
to spread the passion inside the stadiums at the greatest sport event in the
world to more people than ever before.

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(R)3, to provide a multitude of ways in which 3D
content - from 3D movies to stereoscopic 3D games - 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 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.

"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. "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."

Viewers will be able to enjoy 3D experiences at the following locations:

- During the 2010 FIFA World Cup, FIFA will host the "International FIFA
Fan Fest(TM)" public viewing events in 7 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.

- In anticipation of the Official 3D Film, viewers will be able to watch
promotional trailers for the film of the World Cup in 3D at retail
outlets(including Sony stores) that sell Sony products around the world.

- Sony Pictures Home Entertainment plans to produce and distribute the
Official 3D Film on the Blu-ray Disc*[1] and other formats.

By combining the excitement of the FIFA World Cup with 3D images
generated using Sony's technology and products, Sony and FIFA will seek to
deliver 3D images that convey the action and emotion of the World Cup to
viewers around the world, and a viewing experience as if they were in the
stadium itself.

*[1] 3D specification of BD is under consideration by the BDA (Blu-ray
Disc Association).

*All trade names are either registered trademarks or trademarks of their
respective holders.

Source: Sony Corporation

[Inquiries]: Sony Corporation Corporate Communications, Tel: +81-3-6748-2200, Email: sony.pressroom@sony.co.jp

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