Sony and FIFA Announce the World's First 3D FIFA World Cup(TM) - European Version With Analyst Quote

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

CAPE TOWN and LONDON, December 3 - 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.

"Global sporting events such as the FIFA World Cup(TM) are very important
drivers of new technology, particularly in the TV market", explained Tom
Morrod, Senior Analyst, TV Technology at Screen Digest. "The news that the
FIFA World Cup(tm) will be filmed in 3D for the first time will certainly
increase the uptake rate of 3D TVs in the home and develop the installed base
earlier than would otherwise have been the case. As a result of this news,
and an increasingly bullish industry outlook on 3D, Screen Digest has
increased its forecast, and now estimates that 13.6m 3D TV sets will be
installed in Europe by 2013."

"3D will undoubtedly will transform the way we enjoy content in the
Living Room," said Fujio Nishida, President of Sony Europe. "At Sony, the 3D
entertainment experience will not only focus on the 3D TV alone, but from
2010 will also encompass a range of 3D compatible products such as Blu-ray
Disc players, VAIO notebook computers and PlayStation(R)3. During June and
July 2010 we will provide our European consumers with the most compelling 3D
content to enjoy and experience first-hand, for example at the FIFA
International Fan Fests."

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 on the
pitch themselves.

*(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.

Media contact: Sony Europe, Sylvia Shin, Corporate Communications, Sony Europe, Tel : +44-7776-224642, email: sylvia.shin at eu.sony.com