“Let's pass the World Cup in Africa, to the children in Africa!” Official World Cup sponsor Sony created a project with football fans from around the world called “Earth F.C.” to deliver the World Cup to the children in Africa. Due to poverty, many African children are unable to witness the African World Cup, even through a TV screen. The members of Earth F.C. exchanged virtual “passes” online, and Sony original footballs were passed to Africa in accordance with the number of passes made. During the World Cup, “Public Viewings” were held in 19 locations for the children without access to a TV, and a “Mini World Cup” was simultaneously held for children to play in. 24,000 African people experienced World Cup dreams and excitement throughout the event with 507,706 people who participated in Earth F.C.

Football fans from across the globe joined together as members of Earth F.C., and exchanged online “passes,” seeing the world as their football pitch. For every 1000 passes made, a SONY-developed original football was presented to children in Africa. “Public viewings” for children unable to watch the World Cup at home were held, as well as a “Mini World Cup” project for children to play in. SONY’s actions were supported by many famous people including Kaká, with promotions to encourage participation held at World Cup events around the globe. All the activities were reported about on blogs, Twitter and YouTube. Following the World Cup, a 60 second commercial aired on TV.

The project was featured on various media (blogs, Twitter, TV, newspapers, magazines) as well as in a prime time special program on Japanese TV. The resulting PR effect exceeded expectations by 500% with a figure of approx. 10 million US dollars.

507,706 people from 30 countries around the world participated in Earth F.C. In Africa, we succeeded in presenting 3,372 footballs to the children, and delivering the World Cup through public viewing events to 24,000 people. People from around the world joined with Sony to share in the special experience of "delivering the excitement of the World Cup to children in Africa." Research following the Cup showed that Sony’s sponsor recognition had improved by 15%. Their idea of joining with citizens to utilize their sponsorship was highly acclaimed, and will continue at the 2014 World Cup Brazil.