The finals of the 2011 Wimbledon championship will be filmed in 3D, and streamed live in High Definition 3D to 3D capable cinemas around the world.
Sony and the All England Tennis Club have announced the partnership, which looks to be very inclusive as you won't need a big swanky 3D TV to get in on the action - just a cinema ticket.
Sony will produce the men’s semi-finals, finals and women’s finals in High Definition 3D as the official supplier of the Wimbledon Lawn Tennis Championships. To bring the excitement of 3D tennis to interested 3D cinema chains worldwide, Sony will work with SuperVision Media, their theatrical distribution partners.
"Ian Ritchie, Chief Executive of The All England Lawn Tennis Club, said, "Wimbledon is renowned for its heritage and sense of tradition. At the same time we are always looking for ways to improve the presentation of The Championships by successfully blending that tradition with innovation. We are delighted that our 3D partnership with Sony will not only guarantee we are at the cutting edge of live sporting television, but also deliver a compelling new viewing experience for our global audiences, especially amongst our younger supporters."
Sony appears to be making a concerted effort in the sports sector at the moment as it's also just bought the Hawk Eye technology which maps the path of moving objects - most famously the ball in cricket.
As the tech is also used at Wimbledon, it looks like the tennis will be pretty Sony-tech heavy come the summer.
Caroline Wozniacki photo by rickydiver78.