Brazil proved to be the perfect opportunity for Sony to partner with FIFA in testing cutting-edge technology.

Aimed at enhancing the viewing experience of fans the world over by the time we all return to Brazil next year for the 2014 FIFA World Cup™.

New “4K” technology enables broadcasters to capture football action in some of the highest quality visuals available, which will ultimately allow Ultra HD broadcasting or even super-high viewing quality to, for example, digital-enabled cinemas.

Broadcasters that have already been experimenting with Ultra HD include TV Globo, the exclusive Brazilian rights holder to the 2014 FIFA World Cup Brazil™, Sky Deutschland in Germany, and BSkyB in the U.K.

Sony and FIFA TV tested the Ultra HD technology at three matches to help decide whether it will be employed at the 2014 FIFA World Cup Brazil™.

“We're tremendously excited about the FIFA Confederations Cup trials,” explained Mark Grinyer, Head of Business Development - 3D, 4K & Sports at Sony. “We've got a long history of working with FIFA to ensure fans get the very best experience when watching sport. Sony is proud to be a pioneer of 4K solutions, and we're keen to see the benefits this exciting new technology can bring to the sports world.

There is a history of using the FIFA World Cup™ as a showcase for developing broadcast technology. Just four years ago at the 2010 FIFA World Cup South Africa™ 25 matches were produced in 3D as a showcase for that format. An estimated 3.2 billion people (according to FIFA figures) are expected to watch the 2014 tournament.

  • 3.2 billion

    people are expected to watch the 2014 FIFA World Cup Brazil™

Focus on the Future

Sony and FIFA continually strive to improve the viewing experience.

Sony's Got it Covered

Sony launched brand new online content for football supporters worldwide to enjoy the FIFA Confederations Cup Brazil 2013 in the lead-up to the tournament aimed at enabling fans of the beautiful game the chance to witness events unfold wherever they were. 

The Sony X Football multi-platform portal included five sections:

Vamos Viewing, a uniquely Sony application that encouraged fans to shake their smartphones while watching the game to support the team of their choice.

Stadium of Life, in which selected photos and videos of cheering fans posted by users with the hashtag #stadiumoflife were uploaded to the Sony X Football website and Facebook.

Paint Stadium users, meanwhile, were invited to post illustrations in five football themes related to the FIFA Confederations Cup Brazil 2013 using Sony's “PaintPark Plus” app and other drawing apps for multi-devices.

A Football Camera corner was established at various Commercial Displays at the famous Maracana Stadium in Rio de Janeiro, as well as at Sony stores around the world.

The Football Camera app, enabled users to take photos posing as an original manga hero designed with Sony's app and the amazing results were available on the dedicated Football Camera gallery website.

Finally, Road to Brazil involved the recruitment of local supporters in Brazil who were equipped with Sony devices (including the Xperia™) to report on the atmosphere in the six Host Cities, as well as sightseeing spots and interviews with local fans.

Making Memories

As always, Sony played a valuable and greatly appreciated role at the tournament itself. Their involvement with the FIFA Youth Programme in particular is at the core of what the initiative is all about. The youngsters chosen to carry the FIFA Flag onto the pitch as part of the pre-game ceremonies have a wonderful day and the Sony PlayStation games they get to play during any downtime is a highlight of their experience. 

Equally as memorable are the winners of Sony's Fan Photographer Programme, which gives extraordinary pitch access to two lucky fanatical photographers at all the games.

Sony's Value in Kind involvement at the FIFA Confederations Cup ensured all media centres lounges and hospitality spaces & FIFA offices were equipped with Sony TV screens to follow the action, while no FIFA event is complete without the Sony branded bibs allocated to all working photographers and the ever-popular accreditation lanyards for all officials and media.

In addition to supporting the daily short online highlights videos, Sony also backed the FIFA Goal of the Tournament competition, which was won by Luis Suarez' extraordinary free-kick against Spain, as well as the 13 Goals for 2013 presented by Sony campaign that gave users the chance to vote for the best goals scored in the history of the FIFA Confederations Cup. The winner was Zinha's long-range swipe for Mexico against Japan in 2005.

Under Our Flag

Sony's commitment to the FIFA Youth Programme helped ensure its success.