Sony, already a major sponsor of the Fifa World Cup, will screen up to 25 matches at next year's competition in 3D after signing a media rights agreement with Fifa.

Fifa is yet to decide on the exact nature of the deal, and whether the rights will include live games. However, one certainty is that Sony will produce and distribute an official 3D film of the event as part of the deal.

"This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport," said Fifa secretary general Jerome Valcke. "We are proud that the Fifa World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.”

Sony chairman, chief executive and president Sir Howard Stringer added: "The transition to 3D is underway and we, at Sony, intend to be leaders in every aspect. Our sponsorship of the Fifa World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person."