Grand Slam tennis tournament Wimbledon is going the 3D way.
The men's semifinals and men's and women's finals at this summer's tournament will be filmed in the new format and aired live by 3D-capable cinemas around the world. Organisers say they were impressed with Sony's 3D broadcast during last year's football World Cup and the the association with Sony will only add the magic to tennis.
The deal was announced on Monday as part of the Wimbledon's multi-year partnership with Sony.
All England Club chief executive Ian Ritchie says "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."