FIFA and Sony to Launch First Ever Global 3D Experience of the FIFA World Cup(TM)

LONDON, April 8, 2010 -

    - Schedule of the 25 games in 3D announced
    - Sony to Release the Official 3D FIFA World Cup(TM) Film on Blu-ray Disc
      in 2010
    - Sony to Produce and Show 25 Exclusive Promotional Trailers for the
      Official 3D Film Featuring Images of the FIFA World Cup in 4,000 Retail
      Stores Globally
    - 3D Live Broadcast and Public Viewing to be Made Available at Selected
      Locations Globally
    - Sony 3D Technology as the Provider of Cutting-Edge Next-Generation 3D
      Solutions

Following the initial joint announcement to make the world's
first FIFA World Cup(TM) available in 3D, FIFA and Sony Corporation today
unveiled insights into what the football fans around the globe can expect
from this innovative undertaking to add a third dimension to the football
viewing experience. Coinciding with the rapidly growing consumer interest in
3D fuelled by the release of blockbuster movie titles in 3D and impending
launch of 3D TV sets for the home, the first ever FIFA World Cup(TM) in 3D
will further capture the excitement for millions of football fans around the
globe.

With a total of seven pairs of Sony's professional HDC cameras
on rigs at every match (model: HDC-1500), the action on the pitch will be
captured in a stunning 3D quality enabled through its proprietary multi-image
processor (model: MPE-200) and 3D Outside Broadcast truck. Sony's
cutting-edge processor, the only one in the market to date, makes an
end-to-end workflow possible in the production process and automatically
adjusts the depth-of-field to ensure an unprecedented and optimal 3D viewing
experience around the world. Starting from the FIFA Confederations Cup last
year in South Africa, Sony has been working on enhancing the 3D capturing of
fast-moving football action and has since conducted a number of 3D filming
trials in Europe.

3D filming will be realised at five out of the 10 FIFA World
Cup stadiums: Soccer City and Ellis Park in Johannesburg, Durban, Cape Town
and Port Elizabeth. 25 matches in total will be filmed and broadcast in 3D,
which will include a carefully chosen selection of those games expected to
attract most public attention, including the opening game on June 11 at
Soccer City (South Africa vs Mexico) and the crowning final game on July 11
also in Johannesburg. Other games to be captured in 3D are:

    1.  June 11  16:00h  RSA v MEX
    2.  June 12  16:00h  ARG v NGA
    3.  June 13  20:30h  GER v AUS
    4.  June 14  13:30h  NED v DEN
    5.  June 15  20:30h  BRA v PRK
    6.  June 16  16:00h  ESP v SUI
    7.  June 17  13:30h  ARG v KOR
    8.  June 18  16:00h  SVN v USA
    9.  June 19  13:30h  NED v JPN
    10. June 20  20:30h  BRA v CIV
    11. June 21  20:30h  ESP v HON
    12. June 22  20:30h  NGA v KOR
    13. June 23  20:30h  GHA v GER
    14. June 24  16:00h  SVK v ITA
    15. June 25  16:00h  POR v BRA
    16. June 27  20:30h  1st B v 2nd A
    17. June 28  16:00h  1st E v 2nd F
    18. June 28  20:30h  1st G v 2nd H
    19. July 2   20:30h  Quarter finals
    20. July 3   16:00h  Quarter finals
    21. July 3   20:30h  Quarter finals
    22. July 6   20:30h  Semi finals
    23. July 7   20:30h  Semi finals
    24. July 10  20:30h  3rd place match
    25. July 11  20:30h  Final

"The 3D feed from these 25 matches will be made available for
broadcast on 3D channels, which can be enjoyed by consumers on their
3D-compatible TV sets in the comfort of their home, almost as if they were in
the football stadium themselves," said Niclas Ericson, Director of FIFA TV.
"Whilst discussions with major broadcasters are ongoing, I am very pleased to
announce the first confirmed partners for the 3D live broadcast, who are ESPN
in the US and Sogecable in Spain. We expect further announcements to be made
shortly," he added.

In line with FIFA's and Sony's endeavour to make this new exciting 3D
viewing experience available to as many football fans as possible, a
dedicated global 3D public viewing project will debut at this year's FIFA
World Cup. Eight matches will be fed live to digital cinemas and selected
venues in 3D HD quality around the globe. To this end, FIFA has appointed
Swiss-based Aruna Media AG to manage the exclusive 3D cinema and
entertainment venue rights for live games in 3D. Aruna plans to broadcast
live 3D coverage of matches to around 26 countries and is in advanced
discussions with several major markets.

Reaffirming its leading position at the forefront of the
emerging 3D market, Sony is the key technological enabler of this new viewing
experience and enhances the excitement of football fans, either watching a
football match live in the stadium or enjoying a new 3D experience through 3D
TV channels or at the public viewing events around the world. "Sony has long
standing credentials in the creation of professional 3D technology and
content for theatrical use," said Hiroko Saito, Deputy General Manager of
Global Sponsorships, Sony Corporation. "True to our strategy 'From the lens
to the living-room', we are actively involved at every stage of the 3D value
chain and proudly draw on the strengths of the '3D World created by Sony',
which encapsulates our expertise in professional solutions, consumer
electronics, movie making and gaming alike. We are very excited to capitalise
on these strengths and to be able to complement our compelling 3D proposition
by bringing an entirely new viewing experience to the world of football
through our partnership with FIFA," Saito added.

Complementing the 3D live broadcast and public viewing
activities, the general public will also be able to exclusively enjoy the 3D
promotional trailers shown on Sony 3D BRAVIA TVs in around 4,000
Sony-affiliated retail stores worldwide, including 200 Sony flagship stores
(total number of Sony-affiliated retail stores: 1,500 in North America, 1,300
in Europe, 500 in Japan, 200 in Asia, 200 in Latin America, and 30 in South
Africa). Furthermore, Sony Pictures Home Entertainment today unveiled plans
to produce and distribute the official FIFA film in 3D on Blu-ray Disc this
year.

For more information, please contact: FIFA: Julia Ferguson, Deputy Head of Public Relations, Julia.Ferguson at fifa.org, Tel: +41-43-222-7777; Sony Corporation: Ikuma Nakagawa/Susumu Kitadai, Corporate Communications, sony.pressroom at sony.co.jp, Tel: +81-3-6748-2200; Sony Europe: Sylvia Shin, Head of Corporate PR, Sylvia.Shin at eu.sony.com, Tel: +44-1932-816-614