The international governing body for the sport of athletics, the World Athletics (WA) has inked a new three-year sponsorship deal with the Japanese technology and media conglomerate, Sony.
Under the terms of the agreement, which will run until 2026, Sony will back every World Athletics Series competition, beginning with the WA Indoor Championships in Glasgow in March. The September 2025 WA Championships in Tokyo, Japan are also part of the cooperation.
Sony also indicated that it will use technology in partnership with producers to generate passionate experiences for sports fans that will be preserved on film and in photographs.
In order to assist officials at the events, Sony will also supply cameras and its Hawk-Eye Innovation technology.
World Athletics President, Sebastian Coe, said, “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.We look forward to the outstanding photographs Sony will capture at our events to immortalize these many moments in our sport’s history.”