Sony Australia sweats on World Cup hosting announcement

Comment by Patrick Avenell

SYDNEY, NSW: Although Australia may not have the population of the United States or the comparative wealth of Qatar, there is no doubt Sony Australia is holding its breath, praying for Joseph (Sepp) Blatter to announce this proud Commonwealth as the successful host city of the 2022 World Cup.

Having invested so much money in world football, including an incredible investment in soccer in Australia, Sony’s local office will be looking for the substantial return on investment that can only being named a host country can provide.

Over the last three years, Sony has established itself as the world football entertainment partner. It sponsors the two most popular tournaments: the World Cup and the UEFA Champions League; it has Kaka as its spokesfootballer; and the Sony name now adorns the shirts of two A-League clubs: Wellington Phoenix and Sydney FC (away only).

Local managing director Carl Rose is a Hampshire lad originally, and a proud supporter of Southampton Football Club. He visited the World Cup in South Africa earlier this year, where Current.com.au observed firsthand the multitude of Sony 3D houses and Sony bigscreen TVs at the Fanfests. The idea of Australian sporting precincts, such as Melbourne Park; Sydney’s Olympic Park; or even the less glamorous, more industrial Geelong, hosting such extravaganzas must please the expatriate Englishmen.

Of course, Rose has two big announcements to look forward to tonight, with England bidding for the 2018 World Cup.

Current.com.au hopes that Rose is a winner on both fronts tonight.

The 2018 and 2022 World Cup hosting announcements will be made from 2am tomorrow (Friday) morning.

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