FIFA World Cup partner Sony plans to bring a premium 3D experience to soccer fans and fun-loving Joburgers alike, through a 3D Dome that will be built at the Nelson Mandela Square in Sandton, for the football spectacle.

A Sony world first, the “3D world”, is a technological marvel that will provide visitors with mind- blowing 3D images from all Sony entertainment platforms including sport, film, music and gaming – for the first time.

The “3D world” will also screen exclusive promotional trailers off the 2010 World Cup games, shot daily at 25 selected World Cup venues. The “3D world” will be open to all visitors from June 9 to July 12, and will offer an array of additional live entertainment shown in 3D. Sony will welcome fans to Africa with a showcase of local African talent, including diski dancers and African cultural performances during country-themed days.

Kiyoshi Shikano, Sony senior vice-president, says: “Sony is at the forefront of 3D. The 2010 World Cup provided us with the perfect platform to showcase this technology. Our global strategy is to take 3D to the fans. ”