The FIFA World Cup 2010 is going 3D with Sony. During the World Cup, Sony plans to open a number of pavilions where viewers will be able to experience the football action in 3D. Visitors will also be able to watch the highlights of the 25 matches filmed during the 2010 FIFA World Cup.
Pavilions will be opened in 7 countries, including South Africa.

The premier location for the pavilion will be Nelson Mandela Square in Sandton, Johannesburg. Pavilions of varying sizes will also be setup at three 2010 stadiums including Soccer City, Durban, and Cape Town. There will also be public viewing events in six cities; Berlin, Mexico City, Paris, Rio de Janeiro, Rome, and Sydney.

Sony have announced that the company plan to release 3D TVs in Japan starting from June 10th with the rest of the world, also to receive the 3D TV sets around the same time. Initially, Sony will release two TVs, a 40 inch model and a 46 inch model, which will retail for 290,000 Yen ($3215) and 350,000 Yen ($3898) respectively. Each TV will include two pairs of 3D glasses.