Three-year agreement includes the World Athletics Championships Tokyo 25 and leverages technology to create emotion-filled sports experiences

World Athletics and Sony Corporation (Sony) today (23) announced a new three-year agreement that will see Sony sponsor World Athletics Series events from 2024 to 2026.

As part of the sponsorship, Sony will support all World Athletics Series events starting from the World Athletics Indoor Championships Glasgow 24 in March. The agreement will also include the World Athletics Championships Tokyo 25 to be held in Tokyo, Japan, in September 2025.

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the vision to "continue to deliver Kando and Anshin* to people and society across the world through the pursuit of technology and new challenges," Sony Corporation supports the Sony Group with technology to create the entertainment of the future together with creators. 

Both parties came to this agreement based on a mutual understanding of each other’s philosophy.

Hiroki Totoki, President COO and CFO of Sony Group Corporation, and World Athletics President Sebastian Coe

Sony aims to work with creators and leverage the power of technology to generate emotion-filled experiences for sports fans across the globe and capture them on film and in photographs. 

Sony will further enhance emotion from athletes’ awe-inspiring achievements captured by content creators, including photographers, and deliver them to the world through cutting-edge technologies like the Alpha™ mirrorless interchangeable lens camera and versatile interchangeable lens including G Master™, system cameras and broadcast solutions.

In addition, Hawk-Eye Innovations, which has a proven track record of providing services for international events in a variety of sports, will contribute to fair competition management through its officiating services.

“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,” said World Athletics President Sebastian Coe. “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.”

Hiroki Totoki, President, COO and CFO of Sony Group Corporation, said: “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.”

World Athletics

* Both Japanese words, Kando means emotion and Anshin has various meanings such as peace of mind, reassurance, reliability and trust.