The consumer electronics company is looking to become the first-choice for those looking to buy a 3D television set as the technology becomes more established.
The sponsorship follows the launch of a television advertisement last week, which aimed, the company claims, “to provide a 3D viewing experience to audiences both with and without compatible 3D TV equipment”.
The TV spot uses “advanced cinematic effects” to create a “3D-like effect” for viewers without 3D sets.
Andrew Denham, marketing director, says: “This significant media investment both above and below the line will clearly position Panasonic as the number one brand for 3D as the home market for 3D becomes established.”
The 3D movie sponsorship starts today (1 October) to mark the launch of the broadcaster’s 3D channel.
The sponsorship extends Panasonic’s relationship with Sky, following its sponsorship of Sky HD movies for the past four years.