Sony Group Corporation, the Japanese multinational mass media & conglomerate, has been confirmed as an official partner of the World Athletics Championships Tokyo 2025, taking place from September 13–21, 2025, at Japan’s National Stadium.
The collaboration reflects Sony’s ambition to merge technology, innovation, and community engagement in order to enhance the global athletics experience.
Sony will leverage its cutting-edge imaging and broadcasting solutions to deliver unmatched coverage of Tokyo 2025. From Alpha™ mirrorless cameras and G Master™ lenses to professional broadcast systems and portable data transmitters, Sony’s technology will ensure athletes’ performances are captured with cinematic precision and shared instantly with fans worldwide.
A major highlight will be Hawk-Eye Innovations, Sony’s sports-tech subsidiary, which will deploy its multi-angle video replay system across all track and field events. The technology will give judges more accurate tools for decision-making while providing broadcasters with crystal-clear replays and immersive graphics.
To support the 3,000+ accredited media representatives on-site, Sony will also establish a fully equipped Camera Service Booth at the Media Centre. With access to 150 cameras, 600 lenses, and dedicated engineers, media professionals will be equipped to cover the championships at the highest level. Sony is further investing in the future of sports journalism by backing the World Athletics Media Academy, offering hands-on training to 11 emerging sports photographers from across the globe.
Sony’s activation will go well beyond the track. In partnership with Project KIBO, a non-profit founded by former Sony CEO Kazuo Hirai, the company will host youth engagement programs—including trackside running experiences and photography workshops for children and their families.
Fans will also get direct access to Sony’s innovations through multiple exhibitions. At the Sony Store Ginza (September 5–22, 2025), the showcase “WORLD ATHLETICS MOMENTS: MORE THAN MEETS THE EYE” will feature stunning sports photography and Hawk-Eye’s motion-tracking demos.
Sony executives emphasized that the partnership isn’t just about showcasing technology—it’s about amplifying the emotion of sport, ensuring every record, every leap, and every finish line reaches fans with unprecedented clarity and impact.
The World Athletics Championships is the premier global athletics competition, uniting thousands of athletes from more than 200 nations. Tokyo 2025 marks the event’s first return to Japan in 18 years, further strengthening the country’s reputation as a world-class host of international sporting spectacles.
Sony joins a prestigious roster of Tokyo 2025 partners, including REVO, TDK, Japan Airlines, and Honda—all united in supporting the next great chapter of athletics history.
