Sony and FIFA today announced an agreement for selected media rights of the 2010 FIFA World Cup in 3D. FIFA is to produce the world's first FIFA World Cup in 3D. Up to 25 of the 2010 FIFA World Cup South Africa 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. By combining the excitement of the FIFA World Cup with 3D coverage generated using Sony's technology and products, Sony and FIFA will provide the action and emotion of the World Cup to viewers around the world, and a viewing experience similar to being in the stadiums themselves.