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.

WORLD ATHLETICS MOMENTS

PHOTO GALLERY

Sony, in partnership with World Athletics,
combines creativity with technology to capture
every
moving moment of competition and
share them with the world.

Highlight Photos from WIC Kujawy Pomorze 26
Now Available

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.

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.

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.

Voice of creators

Bob Martin / Bob Martin Photography

The most important factor of using Alpha cameras for me is this incredible technology.
Since the camera and the system look after the technicalities, it allows me to switch off from them and focus on the shutter chance. Ultimately, it allows me to be more of a creative photographer.

Joe Toth / Bob Martin Photography

The exceptional capturing performance of G Master lenses allows me to draw the audience into the drama of an athlete in a race decided by 1/10th of a second.
They allow me to convey the emotions and stories of the athletes to my audience.

Sammie Thompson / Bob Martin Photography

The PDT-FP1 makes life as an editor so much easier. Even when photographers don't have a wired connection, they can send me pictures, which means I can get cracking with them and deliver to the clients as quickly as possible.

Graham Maunder / Bob Martin Photography

I've been lucky enough to shoot here at the World Indoor Athletics with the BURANO.
It is fantastic and light, and very easy to operate. The cinematic look and quality of the pictures is what makes it so beautiful.

Luca Verrascina / World Athletics

Having that technology like the one provided by Hawk-Eye, we can see every single action in athletics from different angles whenever needed. It has really been a game changer for the officiating.

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

WCH TOKYO 25
CO-CREATION ACTIVITIES

Discover Sony's co-creation activities held with
athletes, next-generation creators, and children
at the
World Athletics Championships Tokyo '25.

The Woodhalls Return To Tokyo

Tara Davis-Woodhall, Olympic gold
medalist in the women's long jump and
now World Champion. Her husband,
Hunter Woodhall, is also an elite athlete.
From intense, rigorous training sessions to
quiet moments before competition, Sony's
audio products have helped them achieve
a state of focus to bring out their best
performance.
Watch this special movie that follows the
journey of the two athletes leading up to
Tara's gold medal victory at the World
Athletics Championships Tokyo 2025.

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.