The Excitement and Action of the World’s Most Popular Sporting Event will be Viewed as Never Before 

Cape Town, South Africa: Sony Corporation and FIFA (Fédération Internationale de Football Association) today announced an agreement for selected media rights of the 2010 FIFA World Cup™ in 3D. FIFA is to produce the world’s first FIFA World Cup™ in 3D.

Up to 25 of the 2010 FIFA World Cup South Africa™ 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 utilise 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®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,” said Sir Howard Stringer, Chairman, CEO and President of Sony Corporation.

“3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.

“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 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™” 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.