Sony and World Aquatics have signed a four-year partnership to improve the fan experience at aquatic sports competitions. This alliance intends to leverage innovative technologies to make events more engaging and accessible to fans all across the world.
Sony will be an official partner for all World Aquatics competitions until 2028, beginning with the World Aquatics Swimming Championships (25m) in Budapest, Hungary, on December 10-15, 2024, and continuing with the World Aquatics Championships in Singapore on 11 July –3 August 2025.
World Aquatics, the international governing body of six aquatic sports, seeks to “unite the world by water, for health, life, and sport.” Sony, on the other hand, aims to “create the future of entertainment through the power of technology, together with creators.” Both organizations share the goal of employing technology to improve the water sports experience for fans globally.
Sony and World Aquatics both have a vision for leveraging technology to promote aquatics around the world. Sony will help in showcasing the outstanding achievements of aquatics athletes globally. To capture amazing visuals, World Aquatics’ official photographers and videographers will employ Sony’s latest cameras and lenses, which include Alpha™ mirrorless cameras, G Master™ lenses, Cinema Line cameras, and system cameras.
In addition, Hawk-Eye Innovations, a Sony Group company known for its expertise in sports technology, will help to ensure fair play and accurate officiating at World Aquatics events by providing advanced video replay services. Sony’s talented photographers will capture the most iconic and thrilling moments from major World Aquatics events, then share these exquisite photographs with a global audience. To increase fan involvement, a dedicated platform for the aquatics imagery will be introduced in late December, providing fans with dynamic event highlights, exclusive photoshoots of medalists, and behind-the-scenes footage.
World Aquatics President Husain Al-Musallam expressed his enthusiasm for the partnership with Sony, stating, “I am extremely excited about this partnership. Working with Sony will bring new opportunities to World Aquatics and our athletes. Sony’s cutting-edge technology and commitment to excellence will elevate the experience of our competitions, capturing the intensity and artistry of aquatic sports in innovative ways that engage and inspire global audiences. Together, we are committed to enhancing our sports’ visibility, celebrating the achievements of our athletes, and giving our fans an unrivalled experience.”
“We are pleased to become an official partner of World Aquatics, which provides wide-ranging support to aquatics athletes and fans,” said Kimio Maki, President and CEO, Sony Corporation. “Sony will contribute to the development of aquatic sports by leveraging technology to enhance the Kando* created by diverse athletes and creators and deliver it to fans around the world.”
*Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time.