World Athletics signs Sony deal

World Athletics, the international governing body for athletics, has signed a three-year partnership agreement with Japanese tech firm Sony.

Joining as a sponsor, Sony will provide support to all World Athletics series, starting with the World Athletics Indoor Championships Glasgow in March 2024.

The partnership will see Sony work with various creators at the events and leverage “the power of technology to generate emotion-filled experiences for sports fans across the globe” by capturing key moments through film and photographs.

Sony will also provide its Alpha mirrorless interchangeable lens camera and G Master to the events. The company has also stated that it aims to bring Hawk-Eye to the events. 

Hiroki Totoki, President, COO and CFO, Sony Group Corporation, commented:

“We are delighted to have reached an agreement with World Athletics to sponsor their World Athletics Series events, which are known as the world’s top competitions in athletics. Based on our purpose to ‘fill the world with emotion, through the power of creativity and technology’, Sony will contribute to the development of sports by leveraging technology to enhance the emotion generated by sports and deliver it to sports fans around the world.“

Sebastian Coe, President, World Athletics, added:

“We are entering an exciting few years for our sport and I can think of no better partner than Sony to help us capture the excitement, the thrill and the breathtaking performances our sport promises to bring. As the No.1 Olympic sport, the eyes of the world will be squarely focused on athletics this year as our athletes compete across our five World Athletics Series events, plus Paris. We look forward to the outstanding photographs Sony will capture at our events to immortalise these many moments in our sport’s history.“