This has got to be one of the hottest contested domains.
A group of domainers (even the .mobi(ility) crowd were behind this and vying for it very early on.
Sony was also supposed to be contending.
I have a feeling that there will be a great deal of palm greasing to entice one group after another to back out. Everyone knows that this will have immediate brand recognition and usage. Potential is huge for the winner. The losers won't go away empty handed (and empty pockets).
.Sport will also be fought over.