Sony to Record FIFA World Cup 2010 in 3D

This is a new example of the initiative taken by Sony to promote its 3D TV system. The company signed a contract with the FIFA in order to get the right to record and display in 3D the 25 football games to take place in June in south Africa. During games, 5 specific cameras will be installed around the field to record while special TV will provide real time coverage.
this is a major goal for Sony, as Olympic games and Football World Cup are often the best place to demonstrate new technologies. Of course, 3D TV will only be available in specific area however, while most supporters will not be able to enjoy it, there will be enough to experience this new "immersion" into virtual reality. 
The other challenge is linked to the sport selected by Sony. Indeed, most of the time, usually large framing is used for football games on TV, a view where 3D will not bring any additional effect. However, it could become impressive for player/field level view and/or specific replays taken from behind the goal. Sony decided to go for this challenge in order to take the lead again regarding future technologies for TV.