Sony, who is banking on 3D TV taking off with consumers, is set to record 25 matches of the 2010 World Cup in South Africa in 3-D Sony said in a joint statement with international football body FIFA. It has also said that the content will be seen in cinemas in Sydney.Shot using new Sony single-lens 3D cameras, none of the matches will be shown live in 3D. Instead, Sony will edit the content and then show the matches in cinemas around the world that are equipped with 3D projectors. Among the cities that will see the content live are Sydney, Berlin, London, Mexico City, Paris, Rio De Janeiro, and Rome.

ChannelNews has also been told that Harvey Norman and Sony Central stores will show the content in an effort to stimulate sales of new Sony Bravia 3D TVs.  

Sony insiders have also said that Sony will give the content away with their new Bravia 3D TVs, which go on sale next year.

“3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person,” Sony chairman and President Howard Stringer said in a statement issued at the weekend.

Sony, who is betting the Company on a $500 million World Cup marketing campaign, is set to hype up 3D technology despite limited movies or TV content.

Sony plans to incorporate 3D compatibility into a wide range of consumer products such as televisions, personal computers and PlayStation game consoles and hopes the World Cup will provide a platform to introduce the technology to a wider audience, the statement said.

FIFA will use the technology “to spread the passion inside the stadiums at the greatest sport event in the world to more people than ever before,” it said.