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.
