Sony Enhances the World Athletics Ultimate Championship Experience through a Range of Technologies as an Official Global Partner

TOKYO, September 9, 2026- As an Official Global Partner of the inaugural World Athletics Ultimate Championship, which will take place in Budapest, Hungary, from September 11th to 13th, Sony Corporation (Sony) will elevate and deliver the entertainment value of the sport to audiences around the world, through the power of technology.
At the World Athletics Ultimate Championship, Sony will contribute to sharing the excitement of the championship through its imaging technologies, including Alpha™ mirrorless cameras, a wide range of interchangeable lenses such as G Master™, Cinema Line series, and portable data transmitters that support instant content transmission using high-speed mobile data communications. These advanced technologies empower creators such as photographers and videographers to capture athletes' achievements and share the excitement of sports with the world.

Main Activities

Professional Support

Sony will set up a Camera Service Booth at the venue to provide professional support for accredited photographers throughout the championship. Members including Sony's creator support team will be on hand at the booth to provide on-site assistance and help photographers work smoothly. Through this support, Sony will empower photographers to capture the defining and inspiring moments of the competition and share them with audiences around the world, while enabling seamless content-delivery workflows.

Officiating Support

Hawk-Eye Innovations, a Sony group company, will provide its video replay service to help the World Athletics officials in making accurate and efficient decisions throughout the championship. If a violation is suspected during an event, the service will provide footage from multiple cameras installed on the track and overhead structure to judges to support fair competition and more accurate and efficient decision-making. In addition, if a disqualification is confirmed, the footage used to make the decision will be made available to broadcasters, along with graphics about the athletes and the reason for the disqualification, helping viewers better understand the decision.

Broadcast Innovation

Sony will deploy its proprietary optical tracking technology to create a new visualization of sprint finishes. Developed specifically for track disciplines, the technology captures athlete movement data and recreates the decisive moments of sprint races as immersive 3DCG visualizations. These will be integrated into the host broadcaster's international feed, reaching audiences across the globe.

Sharing the excitement with Fans Worldwide

During the championship, photographs captured with Alpha mirrorless cameras and a wide range of interchangeable lenses such as G Master by accredited photographers at the venue will be delivered through the following dedicated digital platforms, bringing fans around the world closer to the actions.

World Athletics Moments
Sony Official Instagram

Visit Sony x World Athletics website for more information