By Patrick Avenell

SYDNEY, NSW: Sony Australia has announced its participation in an ambitious global marketing initiative to support its range of Handycams, digital cameras and DSLRs. The event is called Twilight Football, and will involve competition winners travelling around the globe to compete in and document football matches in seven countries, across four continents, all played as the sun sets on 22 September 2009

The Australian leg of the competition will be conducted through Fox Sports and News Limited’s Sunday papers throughout the country. Five amateur footballers will be selected, based on homemade videos submitted to Sony, to travel to Cornwall in England to play a football game against rival competition winners from South America.

Concurrent to this competition will be an opportunity for nine readers of the Escape section in News’ Sunday papers to travel to one of six destination cities to record these matches on Sony equipment. This footage will then be used for marketing to encourage sales of Sony’s photographic equipment. These six locations are Venice (Italy), Chamonix (France), Iguazu Falls (Argentina), Spain, South Africa and Cornwall.

The seventh location that will stage a football match is the Pinnacles in Western Australia. The game played at this location will be between competition winners from the UK and Italy, and it will be photographed by competition winners from around the world.

Sony Australia reported that all seven locations were chosen for their picturesque settings, which it hopes will be even more photogenic at twilight. The idea of having a football match being played as the foreground to these settings fits in well with Sony’s global alignment with the sport, and its governing body, FIFA.

Representing the competition’s Australian leg will be Socceroo and Everton star Tim Cahill, who recently signed up as a Sony spokesperson for its latest Bravia LCD release.

The competition to become one of the lucky five footballers starts this Friday night across the Fox Sports channels.