Sony is a large multinational conglomerate corporation and one of the largest media companies in the world. It has various business segments including electronics, games, entertainment, financial services, and others. Sony forms partnerships with other companies to leverage synergies between their technologies and content. Examples include a partnership with FIFA to broadcast soccer matches in 3D, utilizing Sony's 3D technologies, and a deal with Fox Sports to simulcast the BCS championship football game live in 3D. These partnerships allow Sony to promote its products and further develop trends in converging digital devices and content.

4. Here are some examples of Sony’s synergy with other companies.

6. Sony Corp. signed its first global sponsorship deal as FIFA's partner from 2007-2014. One of the biggest wins out of this deal is that Sony will broadcast up to 25 matches of next year s World Cup soccer tournament in 3D. THe deal utilizes Sony's 3D technologies and will make 3D World Cup action available to viewers for the first time. Sony agreed to this deal as this utilizes Sony's 3D technologies and premier products to show dazzling content which produces a unique and totally compelling viewing experience. In turn, FIFA benefits through this as it propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport. 'We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.' says FIFA secretary, Valcke.