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Sony plays tennis at Wimbledon

It pacts with tourney, BBC for theatrical 3D coverage

TOKYO — Sony has inked with the All England Lawn Tennis Club to unspool the Wimbledon finals in high-def 3D at theaters worldwide, the company announced Monday.

Sony will partner with the BBC, which takes the lead role in the Wimbledon broadcasts, and SuperVision Media, a sports and entertainment content provider to theaters. Details, including global partners and number of theaters, have yet to be revealed.

The coverage will include the men’s singles semis and finals and the ladies singles finals.

All England Lawn Tennis Club CEO Ian Ritchie said, “We are always looking for ways to improve the presentation of the championships by blending tradition with innovation.” The tournament runs June 20 to July 3.

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