Sony is a worldwide sponsor of the international soccer tournament, with prominent signage through the venues in South Africa, as well as other promotional events throughout the world. Sony's 3D TVs are launching worldwide this summer, ideal for the international sporting event.
The World Cup, being broadcast in 3D for the first time, coincides with the launches of Sony's 3D TVs as well as the ESPN 3D channel, a stroke of "perfect timing," Sony product manager Arturo Jordan said.
According to Jordan, the World Cup games in 3D are "part of the ideal" for viewing the games, since the Cup, like many events, is shot with Sony 3D cameras. "It's a big event, and everyone is using our equipment."
Asked what improvements he expects to see before the next World Cup in 2014, Jordan wasn't quite sure. "In terms of technology," he said, "four years is far away." But a certain technology likely to surface in the future is glasses-free 3D TV.
"In terms of no glasses, we're looking at that," Jordan said. "But the technology is not mature enough for a rich experience."
In the meantime, other upcoming "firsts" for 3D include the Major League Baseball Home Run Derby, a NASCAR race and college football this fall.
