A-B, Sony Promote ESPN's 3D Games

Anheuser-Busch will back ESPN's 3D broadcasts of college football this season, using an occasional stunt that involves both national and local promotions. The brewer is running Bud Light spots during the 3D games, and staging viewing parties in certain markets. Occasionally, the cameras will zero in on the local revelry.

The Bud Light bashes, with Sony, will feature "mobile bars" with Sony 3DTVs and PlayStation 3 systems, which offer 3D video games.

The ESPN 3D network is offering a "3D Game of the Week" this fall. The traveling bars will be set up in markets where one of the featured teams is on the road, such as Ann Arbor if Michigan is playing at Ohio State.

ESPN 3D launched this summer with the World Cup. Sony is a top-line sponsor of the channel, and it was previously announced that its deal includes sponsoring 13 regular-season college games. The first is Monday, when Boise State plays Virginia Tech, as well as the Bowl Championship Series.

In-home viewing of the game is expected to be minuscule, since a person needs a 3DTV, accessories and proper hook-ups and a subscription to Comcast, AT&T U-verse or DirecTV.

Such restrictions could change if Time Warner Cable agrees to add ESPN 3D by Monday as part of ongoing carriage negotiations with ESPN parent Disney.



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