Sony Looking to Produce World Cup in 3D Again

Company produced 25 of this year's matches from South Africa in 3D.

Russia and Qatar learned of their successful bids to host FIFA World Cups on Thursday, but while broadcast rights have not yet been set, Sony is very interested in continuing the efforts it began with 3D production for the 2010 matches.

Sony -- whose World Cup sponsorship extends through 2014 -- teamed with FIFA and World Cup production company Host Broadcast Services to produce 25 of the 2010 matches from South Africa in 3D.

"Our goal is to offer consumers the best possible football viewing experience -- whether in HD or 3D," said Stuart Redsun, senior vp marketing at Sony Electronics. "This is the top spectator sport in the world, so there's no bigger stage for our professional and consumer products. Sony is committed to delivering increasingly higher levels of immersive entertainment for World Cup viewers."

The 2010 World Cup matches that were shot in 3D were broadcast live through 3D-ready TV channels, including ESPN3D in the U.S., as well as through digital cinema theaters and public viewing pavilions. 

Last month, Sony Pictures Home Entertainment released The Official 2010 FIFA World Cup Film in 3D on 3D Blu-ray.