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This year the Wimbledon finals will be filmed in 3D so lucky viewers with HD 3D tellies and possibly cinema goers will be able to get all the action from Centre Court in three dimensions.
Sony has teamed up with The All England Lawn Tennis Club so it can bring 3D tennis from the Wimbledon championship in 3D to suitable cinemas, in a move that is sure to be popular with tennis fans who cannot all squeeze into Centre Court.
The company will produce the men's semi-finals, finals and women's finals in High Definition 3D, working with SuperVision Media, its theatrical distribution partners to roll out the tennis to 3D cinemas across the globe.
Sony is also working with Wimbledon's host broadcaster, the BBC to pull off a television first and the 3D results will be offered to interested global broadcasters for 3D TV owners to watch in their homes.
Fujio Nishida, president of Sony Europe, said: "Watching tennis in High Definition 3D is a stunning experience, bringing the speed of the action and the emotions of the occasion to life; it is as close to the atmosphere and excitement of Centre Court as actually being there."
"With the Live 3D Wimbledon experience available in 3D cinemas across the world, many more people will be able to enjoy one of the world's most iconic sporting events as though they were actually at Wimbledon," he added.
While Wimbledon is steeped in tradition, chief exec of The All England Lawn Tennis Club, Ian Ritchie, said the club is always on the lookout for new ways to boost the championship and has of course introduced Hawk-Eye ball-tracking technology in recent years.
"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," he said.
In related news, it seems Sony is dead serious about moving into live sports entertainment as The FT has reported it has just snapped-up Hawk-Eye for an unknown sum.
Analysts have reportedly valued the company to be worth around £20m and its founder, Paul Hawkins is expected to stay at the company.
VP of Sony Europe, Naomi Climer told the newspaper that Hawk-Eye will help Sony enter new markets as it is being used a s training tool and could be used in football, if FIFA decides to use goal-line detecting technology. Hawk-Eye is currently a regular fixture in cricket, snooker and of course, tennis.
