Sony Corporation - Sony × World Athletics｜World Athletics Partnership

We will utilize cutting-edge
technology to support
athletes as
part of its goal to
fill the world with emotion.

Sony Corporation (“Sony”) has reached an agreement with World Athletics for sponsorship of their World Athletics Series events from 2024 to 2026. Based on this sponsorship, Sony will support all World Athletics Series events starting with the World Athletics Indoor Championships Glasgow 24, which began on March 1st, 2024. Founded in 1912 as the international governing body for athletics (track & field and running events), World Athletics has been promoting the development of athletics around the world through impactful partnerships with commercial partners and broadcasters, the standing of global athletics events, and supporting athletes at all levels of sport in over 200 countries and regions. Sony aims to create the future of entertainment through the power of technology together with creators, and both parties came to this agreement based on a mutual understanding of each other's philosophy.

Behind The Scenes

Discover how Sony's technology and collaborative work with creators supports the development of
athletics, bringing inspiring moments created by athletes around the world to life through video.

WORLD ATHLETICS MOMENTS

HIGHLIGHTS

We bring you highlights from the World Athletics
Championships captured with Alpha™ mirrorless
cameras and G Master™ lenses.
Please visit our gallery site to experience the
excitement of the championships!

Special Movie

The Faces

Highlight Video "FACES" from WCH Tokyo 25
WCH Tokyo 25 has concluded, leaving us with countless moments of drama, along with the athletes’ challenges and triumphs. Please enjoy this special movie showcasing the inspiring moments of the athletes, captured with Sony's Alpha digital cameras and G Master lenses.

World Athletics
Championships Tokyo 25

Organizer: World Athletics
Date: September 13 to 21, 2025
Participating countries: Approx. 210
No. of athletics: Approx. 2000
49 events
Host City: Tokyo, Japan

WCH Tokyo 25 Details WCH Tokyo 25 Release

Special Contents

Media Academy

As a partner of the World Athletics Media Academy, which is organized by World Athletics with the aim of nurturing the next generation of sports journalism professionals, Sony will support a workshop for eleven young photographers from around the world. This workshop aims to inspire the creativity of emerging photographers by providing expert guidance from leading photographers and practical shooting opportunities on the competition track, while cultivating their ability to convey the excitement of the events from fresh perspectives. Furthermore, the program aspires to contribute to the future development of sports journalism.

Explore More Progress of Media Academy

Social Contribution
Activities

In collaboration with Project KIBO, a children's support organization led by former Sony CEO Kazuo Hirai, a group of children and their guardians were invited to the Stadium. In addition to watching the competition and touring the Sony booth, there was also a running workshop on the track and sports photography experience with Alpha cameras, led by a professional photographer.

TECHNOLOGY

In the World Athletics Series, Sony will further
enhance the Kando* moments it shares around
the world with
technologies like Alpha
mirrorless camera, versatile interchangeable
lens including G Master, system cameras
and
broadcast solutions.
In addition, Hawk-Eye Innovations, Sony’s
wholly owned subsidiary, will contribute to fair
competition
management through its officiating
services.

Mirrorless camera and lenses

Through Sony’s Alpha cameras and a wide range of lenses including G Master, we continue to expand the possibilities of diverse visual expression and the joy of photography, meeting the evolving needs of image and video creation in the new era alongside creators.

Product Information

Professional Imaging Technology

Sony's 4K system cameras use the latest high-speed recording technology to capture that decisive moment in ultra slo-mo, and flexible switching between multiple cameras simultaneously enables the production of highly realistic live content.

Product and services information

Hawk-Eye

A Sony group company that provides sports officiating services. Our vision-processing, video replay and CG technologies contribute to fairer, safer, more engaging, and better informed sports experiences.

Product and services information

EVENT

Starting with the World Athletics Indoor
Championships Glasgow 24, which began
on March 1st, 2024,
Sony will support all
world athletics series events through the
end of 2026.