In February, Sony presented a mock-up of the ultra-compact Alpha camera at this year's PMA trade show held in California. The camera fits interchangeable lenses, bringing together "any time, anywhere convenience with DSLR picture quality", claims Sony.

The camera sports a newly-developed Exmor APS-C HD CMOS sensor and also support HD video recording using the AVCHD format.

While Sony had said that the camera would be introduced later in the year, the imaging company's European subsidiary has now launched an online competition to celebrate the "the launch of the revolutionary new ultra-compact α digital camera from Sony," says the site, adding that the new compact model will be "the perfect camera for the World Cup."

The World Cup kicks off on 11 June.

The competition can be entered at fanphotographer.sony.eu.

For more details, visit sony.co.uk.