SBD/August 22, 2011/Marketing and Sponsorship

Panasonic To Sponsor 3D Broadcasts Of U.S. Open For Second Straight Year

Panasonic has signed a deal with CBS Sports and the USTA to sponsor 3D broadcasts of the upcoming U.S. Open Tennis Championships for the second consecutive year. CBS will expand its 3D coverage of the tournament to weekend matches from Arthur Ashe Stadium as well as select matches from the tournament's No. 2 court, Louis Armstrong Stadium. Coverage will also be supplemented by use of a pre-production model of Panasonic's new 3DPI professional-grade 3D camcorder. Panasonic plans a heavy on-site activation at the USTA Billie Jean King National Tennis Center, including 3D viewing galleries and 3D gaming centers at the facility. 3D continues to draw criticism in many corners, particularly Hollywood pundits, but Panasonic execs remain bullish on the technology. "Like any new technology, there's still a ramp-up period we're going through," said Panasonic North America VP/Marketing & Brand Management Betty Noonan. "But we and other manufacturers are committed to 3D, and are committed to getting to a breakthrough point on content. Distribution channels are opening up, but we still need more content. That's why sports events like this are so important."
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