Sony will be an official sponsor of the new ESPN 3D network and the exclusive 3D sponsor of the 2011 BCS National Championship Game and Summer X Games, the two companies announced today (Wednesday, Jan. 6) at the Consumer Electronics Show in Las Vegas.
Additionally, Sony will be the exclusive 3D sponsor of the 13 regular season college football games, where ESPN will utilize Sony professional HD cameras.
Sony had previously announced that it would distribute 25 2010 World Cup Soccer games in 3D (which ESPN later announced would be carried on the new 3D network to launch in June) and this week announced it was teaming with IMAX and Discovery Channel to launch its own 3D channel in 2011.
“ESPN and Sony have a long history together… ,” said Sean Bratches, executive vice president, Sales and Marketing, ESPN. “… ESPN 3D is a great way to offer our advertisers unique marketing opportunities, and due to Sony’s continued leadership with 3D technology, this collaboration made perfect sense.”
ESPN 3D will showcase a minimum of 85 live sporting events in 3D during its first year beginning with the first 2010 FIFA World Cup match on June 11 featuring South Africa vs. Mexico. Other events to be produced in 3D include up to 25 2010 FIFA World Cup matches, Summer X Games, college basketball, NBA basketball, college football and basketball which will include the BCS National Championship game in Glendale, AZ on January 7, 2011. Events televised on ESPN 3D will utilize Sony professional HD cameras. Additional events will be announced at a later date.
“With America’s passion for sports, ESPN is a great partner to deliver the 3D sports experience in consumers’ homes,” said Michael Fasulo, chief marketing officer Sony Electronics Inc.
Sony HD cameras have been used in 3D motion pictures and live sports events, and 3D production companies utilize Sony HD cameras and HD production systems to cover live sports events produced with ESPN and other networks.
Sony plans to install approx 11,000 of its 4K digital cinema projection systems in the US over the next few years, with about 3000 of those systems equipped for 3D.
Today Sony launched a line of 3D Full HD 1080P high frame rate Bravia televisions.
ESPN has been testing 3D for more than two years. Last fall, ESPN presented the USC vs. Ohio State University college football game in 3D. The game was shown in select theaters as well as to 6,000 fans at the Galen Center on USC’s campus.
– By Scott Hettrick