• by David Goetzl  @dgoetzl, August 25, 2010

Looking to make itself synonymous with the emerging 3D TV, Panasonic will sponsor CBS' coverage of certain U.S. Open matches in the third dimension starting later this month. 

Panasonic, which backs a 3D channel on DirecTV, is counting on sports to drive sales of its 3D-capable sets during the holidays. In addition to the CBS link, Panasonic has a three-year deal with U.S. Open organizer USTA, which also includes messages on new digital billboards inside the event's stadiums.

CBS will produce matches at the Open that include the women's and men's finals in 3D. They will air on a DirecTV 3D channel, and perhaps on 3D channels offered by other distributors. Panasonic spots will air during the broadcasts.

While Panasonic sponsors a 3D channel on DirecTV, ESPN's 3D network is backed by competitor Sony.

Since few homes have 3D-capable sets, Panasonic will offer opportunities for U.S. Open attendees to experience the 3D-casts on the tournament grounds, as well as in Best Buy retailers during the event.

The 3D-casts will employ a separate feed than the traditional CBS broadcast, with dedicated cameras and a different broadcast team. To view the broadcasts on a Panasonic set or one by another manufacturer, viewers will also need special glasses.