3D World created by Sony Featured

As official FIFA Partner, Sony Corporation has prepared a one of a lifetime entertainment experience.
by 28 June 2010

For the 2010 FIFA World Cup in South Africa, Sony Corporation will present their “3D World created by Sony”. Sony has placed entertainment pavilions in seven locations worldwide where the public will able to experience the latest 3D technology. Visitors can watch highlights of all the 25 matches of this World Cup in 3D.

The pavilions are located in 3 FIFA World Cup stadiums in South Africa (Cape Town, Durban and Soccer City) and in the following international locations: Berlin, Paris and Rome in Europe, Mexico City and Rio de Janeiro in Latin America and Sydney in Australia. The pavilions will be open to the public free of charge from the 9th of June until the 12th of July.

The opening night of “3D World created by Sony” took place this past 9th of June at the Nelson Mandela Square in Johannesburg, featured the world premier of Shakira’s Waka Waka (This Time for Africa) song with the South African group Freshlyground. The song is the official FIFA World Cup TM song. Present at the event were performer Trevor Noah and Kiyoshi Shikano the Global Sales and Marketing Officer and Senior Vice President of Sony Corporation.

Shakira, a leading song-writer and singer from Colombia, states what an honor it has been to have been chosen to create the official song for the 2010 World Cup, “The FIFA World Cup is a miracle of global excitement, connecting every country, race, religion and condition under a single passion. It represents an event that has the power to unite and integrate and that’s what this song is about”.  

The “3D World” Pavilion will also showcase a variety of performances by Sony Music Entertainment artists from the “Hello Afrika” album, Vusi Mahlasela, Deep Level, Malaika, Louise Carver, Ternielle Nelso, UJU, AYA, Goldfish, Jason Hartman and Tumi. Japanese artist MISIA, the only Asian singer chosen for the 2010 World Cup, performed her “Maware Maware” song the 14th of June.

Another exclusive entertainment event will take place on July 1st as The Parlotones will perform the first ever live full concert in 3D, presented at "3D World Created by Sony" at the Nelson Mandela Square in Johannesburg.

Visitors to these pavilions will also have the opportunity to watch demonstrations of Sony’s prototype 3D compatible home projector that will be launched in the US and European markets later this year.

Sony’s innovative technology is always at work. As announced on the 8th of June, Sony Corporation, Discovery Communication and IMAX have begun a joint venture for the production of a 24/7 3D television network.

Stay tuned to more updates from Sony Corporation www.sony.net

For 2010 World Cup scores and schedules visit www.fifa.com

Photographs are courtesy of 2010 Getty Images for Sony