I other words you mean you turned off the Sony "Motionflow" circuitry.

That will do it, you should only have "Motionflow" as Sony call it, otherwise known as interpolation circuitry, turned on for sports viewing.

That's the problem with these new TV's if you don't know what this stuff does.
Double trouble if you have a source with similar controls that are also not set correctly.
Most, if not all, have so many different picture options, most of them pretty useless and each manufacturer calls them different things.
It's like buying a new computer that has a lot of crap software pre-installed on it, it was only installed as a lure to purchase, after a while you find out you never needed or use it.
The truth is, you get a far better picture if you turn 98% of any picture processing off completely and the other 2% down to their minimum level.
The more you have on, the more the circuitry is stressed and corrupts the picture signal.

If you don't have a specialized test DVD/Bluray disc to help set up your TV's brightness & contrast, there is a secret hidden Test Patten in Sony Bluray discs, go to main menu and enter 7669 then press enter, the test patten will pop up, for a quick setup do this.
Turn off Motionflow, have picture set to Normal [closest to 6500k]
Sharpness always OFF, Colour 50%
Use the bottom right of the screens white/ Grey bars on a black background, adjust your B & C controls so only one bar is visible.
Start with both at 50% as B & C interact with each other, adjust one then the other, repeat.
If you have either B & C up too high, it's like driving really fast in too low a gear, your just thrashing your circuitry and it will cause problems elsewhere.
Plus you are certainly quickening the death of you TV.