Sony launches support worldwide "Public Viewing in Africa" during 2010 FIFA World Cup

The purpose of the "Earth F.C." initiative is to draw attention to the challenges Africa is facing (such as health issues including the spread of HIV and AIDS; limited access to information due to low TV penetration rates), and to communicate the need for support from around the world. The project will seek to raise awareness and encourage participation to unite the global community in support of the children of Africa.

The material used to create the "Join the Team!" football is not only highly durable, but also environmentally conscious, as it is formed using vegetable-based plastics. It features a dual layered surface, delivering durability 1.6 times conventional footballs. Based on Sony’s desire to enable the children of Africa to use their footballs for as long as possible, material research laboratories that would normally develop materials for Sony products were central to the creation of the "Join the Team!" football. The efforts of these engineers resulted in this highly durable yet environmentally conscious vegetable-based plastic football, which will now be used for CSR activities.