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The three-year agreement includes the Tokyo 25 World Athletics Championships and will leverage technology to create an emotional sporting experience.
World Athletics and Sony Corporation (Sony) today announced a new three-year agreement that will see Sony sponsor World Athletics Series events from 2024 to 2026.
As part of its sponsorship, Sony will support all events in the World Athletics Series, starting with the Glasgow 24 World Athletics Indoor Championships in March. The agreement also includes the Tokyo 25 World Athletics Championships to be held in September 2025 in Tokyo, Japan.
Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology and Services (ET&S) business. Sony Corporation supports the Sony Group with technology and works with creators to create the entertainment of the future, based on the vision of “continuing to deliver excitement and peace of mind* to people and society around the world through the pursuit of technology and new challenges.” I will continue to do so.
Both parties have reached this agreement based on a mutual understanding of each other’s principles.
Sony aims to work with creators and harness the power of technology to create emotional experiences for sports fans around the world and capture them on film and photography.
Sony uses state-of-the-art technology such as system cameras and a variety of interchangeable lenses, including mirrorless single-lens cameras “Alpha™” and “G Master™”, to capture the emotions of athletes captured by photographers and other content creators. We will further increase the excitement and communicate it to the world. and broadcast solutions.
Additionally, Hawkeye Innovations, which has a track record of providing services at various international sports events, will contribute to fair competition management through its officiating duties.
“We are about to embark on an exciting few years for our sport, and we can’t think of a better partner than Sony to help us recreate the excitement, thrills and breathtaking performances that our sport promises. ” said World Athletics Chairman Sebastian Coe. “As the No. 1 sport at the Olympics, the world’s attention will be focused on athletics this year as athletes compete in five World Athletics Series events and the Paris Games.
“We look forward to having Sony capture great photos at our events to immortalize many moments in our sports history.”
Hiroki Totoki, Representative Director, President, Chief Operating Officer, and Chief Financial Officer (CFO) of Sony Group Corporation, said:
Based on the philosophy of “Filling the world with emotion through the power of creativity and technology,” Sony contributes to the development of sports by leveraging technology to enhance the emotion generated by sports and deliver it to sports fans around the world. I will continue to do so. ”
world athletics
*In both Japanese words, “kando” means emotion, and “anshin” has various meanings, such as peace of mind, peace of mind, trust, and confidence.
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