2010 FIFA World Cup Trophy Lands In Japan Courtesy Of Sony

The Photo Imaging Expo 2009 opened recently at Tokyo Big Sight and the winner’s trophy for 2010 FIFA World Cup was used as a promotional item to kick off Sony’s booth. No pun intended. I actually typed that and then realized. Oh boy. Anyway, this is the very first time the FIFA World Cup trophy has come to Japan. Back in 2007, Sony signed a $300M USD contract (excluding product leases) with FIFA that runs until 2014 – so the organizations work very closely together. Visitors were allowed to take pictures of the World Cup trophy with a Sony A900 DSLR and 70-400mm F4-5.6 G SSM connected to a XEL-1 OLED TV.

Even Sony exhibit staff wore a orange-themed vest like real sports photographers.