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Sony Electronics Inc.’s Imaging PRO Support Program Membership Terms and Conditions

By applying for a membership (and becoming a member) to the Imaging PRO Support Program, you agree to be legally bound by the following terms, in addition to any other terms governing www.alphauniverse.com (“Website”), including the Privacy Policy, Website Terms of Use:


(Collectively, “Terms and Conditions”.)

  1. Membership Eligibility. Membership to the Program is available only for those individuals: (a) who are legal residents of the 50 United States or the District of Columbia, (b) who are 18+ years of age (19+ in Alabama, Nebraska) at the time of application, and (c) are approved by Sony, based on its unilateral discretion. Membership benefits, Loaned Equipment (defined below) and repair services are available in the 50 United States and the District of Columbia only.

  2. Application for Membership.

    A. All applications for membership to the Program are subject to Sony’s approval, in its sole discretion. Applicants are not eligible for membership if they have been previously expelled or terminated from the Program, any predecessor to the current Program, or any other similar Sony programs.

    B. All information submitted to Sony must be truthful and accurate and meet all eligibility requirements required by Sony under these Terms and Conditions. In the event that Sony finds any submitted information to be untrue or inaccurate, Sony may, in its sole discretion, promptly terminate membership to the Program without (i) a refund of any portion of the membership Fee, or (ii) prior notice.

    C. If accepted into the Program by Sony, Sony will provide the benefits as set forth below.

    D. Membership Fee must be paid at the time of placing the application for membership. In the event the applicant is not accepted as a member, the Fee will be promptly refunded to the applicant.

  3. Program Eligibility Requirements.

    A. Applicant must be associated with a professional imaging business, either as employee or as a full-time, self-employed individual, and play a direct role in the creation of moving or still images for third parties on a professional basis. Applicant must provide verification of the foregoing requirements, including web page URL and/or a detailed description of professional work.

    B. Applicant must own no less than two (2) Sony Alpha Full Frame Interchangeable Lens Cameras and three (3) Sony Zeiss and/or G series lenses.

    C. Upon application approval and payment of the Fee, a welcome/confirmation email will be sent and membership will be active for one (1) year.

    D. Eligibility is subject to these Terms and Conditions.

  4. Sony Imaging PRO Support Membership Benefits. Subject to these Terms and Conditions, membership includes the following:

    • A digital Membership ID Card

    • Access to PRO Support branded items (subject to availability)

    • Access to a dedicated direct customer service telephone number ("Priority Telephone Support") available Monday to Sunday 7am to 4pm Pacific Time (excluding Sony observed holidays and periods where unavailability is due to circumstances beyond Sony's control).

    • Access to Sony Imaging PRO Support Web Portal to schedule repair, maintenance, and other services for member’s Sony products (subject to change).

    • Twenty percent (20%) discount on repairs for eligible and registered Sony products. Restrictions may apply.

    • Expedited three (3) business day In-Warranty and Out-of-Warranty Turnaround Time on eligible Sony products for repair. Repair Facilitation Loan Equipment may be available upon request if Turnaround Time exceeds three (3) business days, based on availability and upon request (See Repair Turnaround Time under Repair Service Terms and Conditions below for more details).

    • Free shipping to/from Sony or its Authorized Service providers will be provided within the 50 United States and the District of Columbia for repairs and cleaning on eligible Sony products.

    • Complimentary lens/body cleaning for up to three (3) times per membership year, each time for up to two (2) eligible Sony products. Additional lens/body cleanings will be charged at then-current prices.

    • Sony reserves the right to exclude certain camera/lens models to receive Program benefits.

    • Products eligible for the Program are listed on https://alphauniverse.com/alpha/ and https://alphauniverse.com/lenses/

    • Member products eligible for Program benefits must be registered at https://productregistration.sony.com/.

  5. Term of Membership.

    A. Upon approval of the membership by Sony and payment of the Fee, the initial term of the membership for the Program is one (1) year from the date the Fee is paid to Sony (“Term”).

    B. The Term may be renewed for another term of one (1) year by paying the Fee for the next year before the end of the then-current Term (“Renewal Term”).

    C. If the Term is not renewed before it ends, the applicant may simply re-apply for membership and pay the Fee, subject to these Terms and Conditions.

    D. In the event member has opted in to automatic renewal, the Renewal Term will commence on the date the Renewal Term Fee is paid as set forth herein.

  6. Membership Fee. The membership fee is $100 (“Fee”) per year (i.e., per Term), subject to these Terms and Conditions.

  7. Automatic Renewal. Membership may be renewed annually by member opting in to automatic renewal whereby:

    A. Membership will be automatically renewed by automatically charging the Payment Method (defined below) on the member’s Account on an annual basis (on the one year anniversary date of the original Term) until member terminates the membership as set forth herein.

    B. Member must timely provide Sony with one Payment Methods (defined below).

  8. Billing.

    A. The membership Fee for the Program will be charged to member’s Payment Method on the date indicated on member’s Account.

    B. Please note that member’s payment date for automatic renewal may change (i) if the Payment Method was not successful, or (ii) if member’s paid membership commenced on a day not contained in the next year.

  9. Payment Method(s).

    A. Member must provide at least one Payment Method for their membership Fee.

    B. Member authorizes Sony to charge the Fee to the Payment Method.

    C. In the event that Member opts in to automatic renewal, Member authorizes Sony to charge the Payment Method for each and every Renewal Term.

    D. Member authorizes Sony to charge any Payment Method associated with their membership, including in case the primary Payment Method on the member Account is declined or no longer available to Sony for payment of the membership Fee.

    E. If a payment is not successfully settled, due to expiration, insufficient funds, or otherwise, and member has not timely cancelled their account, Sony may suspend membership until Sony has successfully charged a valid Payment Method.

    F. For some Payment Methods, the issuer may charge member certain fees relating to the processing of the Payment Method. Member should check with their Payment Method service provider for details.

    G. Member shall keep their Payment Method up to date by going to their Account page.

  10. Cancellation



    (ii) CALL SONY AT 1-866-470-7669


    B. Member may cancel membership at any time during the Term. As there are no refunds, member will continue to have access to the Program through the end of the then-current annual membership Term.

    C. Member may cancel automatic renewal at any time before the Term.

    D. Upon cancellation of membership, member’s Account will automatically close at the end of the current billing period (i.e., the Term). To see the end of the member’s Term, go to member’s Account.

  11. No Refunds for Memberships. 


    B. Following any cancellation, however, member will continue to have access to the Program through the end of their then-current billing Term.

  12. Account Information. Member shall keep their Program account (“Account”) information up to date, including contact information (mailing address, email address, phone numbers, etc.) so that member will receive all benefits and communications that Sony or its Authorized Service providers may send to the member under the Program. If member does not keep their contact information current and accurate, the member acknowledges and agrees that neither Sony nor its Authorized Service providers are responsible or liable for benefits or communications that are not received by the member.

  13. Modifications to the Program. Excluding automatic renewal communications and notices, Sony may change, revise, edit or otherwise modify the Program at any time, without prior notice, by posting updated Terms and Conditions on the Website, or by otherwise notifying member by email, mail, or other delivery means. Internet access is required to utilize the membership benefits.

  14. Termination of Membership. Member failure to adhere to these Terms and Conditions or any other features of the Program may result in termination of the membership by Sony. In such event, member shall not be entitled to any refund of any remaining portion of the membership fee.

  15. Loaned Equipment.

    A. Sony may make Sony product (and related accessories) loans available to members in good standing for evaluating Sony products (“Evaluation Loan”), or when member’s Sony product is with a Sony Authorized servicer for repair or maintenance (“Repair Facilitation Loan”) (collectively, “Loaned Equipment”).

    B. Sony product loan requests are subject to Sony’s approval and the availability of inventory.

    C. Loaned Equipment is loaned solely to the member for personal use in accordance with these Terms and Conditions and other instructions that may be provided by Sony.

    D. Member acknowledges and agrees that Sony retains all right, title and interest in the Loaned Equipment, which may not be sold, assigned, transferred, pledged, hypothecated, mortgaged or otherwise disposed of or encumbered.

    E. Sony will ship the Loaned Equipment to the member’s address in their Account unless otherwise requested in the loan request and agreed by Sony.

    F. Loan Equipment will only be shipped to physical addresses in the 50 United States or District of Columbia.

    G. UPS or a similar carrier will deliver the Loaned Equipment and a prepaid shipping label will be included for the member to use to return the Loaned Equipment to Sony.

    H. Member is responsible to drop-off the Loaned Equipment with UPS or similar carrier for delivery back to Sony.

    I. Despite any term to the contrary, member must promptly return the Loaned Equipment to Sony upon request.

    J. Under no circumstances shall member perform any maintenance or repair on the Loaned Equipment. Member shall promptly contact Sony in an event that maintenance or repair on the Loaned Equipment is necessary.

  16. Evaluation Loan

    A. Sony may loan to members Sony product to use and evaluate.

    B. Evaluation Loan is limited to Sony Alpha interchangeable lens cameras and lenses and must be requested at least two (2) weeks (or more) in advance.

    C. Member is eligible to receive an Evaluation Loan only once per product model regardless of future memberships or renewals.

    D. Member may not request or receive an Evaluation Loan for Sony Product that member owns.

  17. Repair Facilitation Loan. Sony may loan to members Sony product to use as follows:

    A. Sony products may be loaned to a member who has Sony imaging solutions products in repair or maintenance services with a Sony Authorized Servicer.

    B. The Repair Facilitation Loan is for two (2) weeks from the date of shipment, unless the duration of time that it takes for Sony or its Authorized Servicer to service the member’s Sony product and return it to the member is in excess of that time period. Despite the foregoing sentence, member must promptly return the Repair Facilitation Loan upon Sony’s request.

    C. Member shall carry "all risk" insurance on all Loaned Equipment that has an retail value of USD $3,000 or more. Such insurance shall list Sony Electronics Inc. as an additional insured. In the event that Sony is not fully compensated for the value of the Loaned Equipment under the "all risk" insurance policy, member shall promptly pay Sony the difference to ensure that Sony is paid the retail value of the Loaned Equipment

  18. Loaned Equipment Insurance Coverage. Member shall carry “all risk” insurance on all Loaned Equipment that has an retail value of USD $3,000 or more. Such insurance shall list Sony Electronics Inc. as an additional insured. In the event that Sony is not fully compensated for the value of the Loaned Equipment under the "all risk" insurance policy, member shall promptly pay Sony the difference to ensure that Sony is paid the retail value of the Loaned Equipment.

  19. Failure to Return Loaned Equipment. In the event member fails to return to Sony the Loaned Equipment when due, returns damaged Loaned Equipment or does not timely return Loaned Equipment when requested by Sony, Sony may invoice the member for the Loaned Equipment retail value and member shall promptly pay such invoice within thirty (30) days of receipt without further demand or notice. Failure to return any Loaned Equipment, and/or timely pay such invoice may result in Sony suspending or terminating membership in the Program, and/or the seeking legal and/or equitable relief, in Sony’s sole discretion.

  20. Repair and Maintenance of Sony Products.

    A. In-Warranty and Out-of-Warranty Repair Service

    (i) In-Warranty repair service will be performed in accordance with the Limited Warranty packaged with the eligible Sony products. These Terms and Conditions may confer greater benefits on you than the Limited Warranty for the eligible Sony products; however, these Terms and Conditions shall not be construed as a modification, extension or enhancement of that Limited Warranty under any circumstances.

    (ii) For Out-of-Warranty repair service, a repair estimate will be provided to member for their approval before any repairs are performed unless member pre-approved a specified dollar amount. Repair estimates will be provided via email or through the member’s Account profile portal on the Program Website. If member does not reply to the repair estimate within thirty (30) days of Sony's receipt of the product, the product will be returned to member unrepaired.

    (iii) An eligible Sony product that is submitted for warranty service without proof of warranty eligibility is not eligible for three (3) business day In-Warranty Turnaround Time (defined below). Service on such products will be treated as an Out-of-Warranty repair.

    B. Repair Service.

    (i) Repair service can be obtained by submitting a Repair Request on the Sony Imaging PRO Support Web Portal. Additional Sony contact information for repair service can also be found on the Program Website.

    (ii) Should the repair require more than the pre-approved amount, an estimate of the repair will be emailed to member for approval before any work is performed. In these cases, In-Warranty Turnaround Time (defined below) begins on the date member approves the repair estimate (and not the original day of shipping). If member does not respond within thirty (30) days, the product will be returned to member unrepaired.

    C. Repair Turnaround Time.

    (i) For In-Warranty repairs, Sony will repair the product that is deemed by Sony, in its reasonable discretion, to be covered by the limited warranty, and provide the repaired product to a shipping service by the third business day following warranty eligibility validation, subject to the terms below (“In-Warranty Turnaround Time”). Proof of purchase is required to establish In-Warranty repair service. Please note that In-Warranty Turnaround Time does not mean that member will receive their repaired product within three (3) business days. For Out-of-Warranty repairs, the three (3) business day period will run from the date of Sony's acceptance of member’s payment for the approved repair.

    (ii) If more than three (3) pieces of Sony product are sent for repair at one time, In-Warranty Turnaround Time for all pieces may be longer than three (3) business days.

    (iii) In-Warranty Turnaround Time is subject to availability of parts.

    (iv) In the event that Sony cannot meet the three (3) day In-Warranty Turnaround Time, Sony shall provide members with RFL Equipment at the member's request, using equipment that is comparable, in Sony's discretion to the member's equipment being repaired. Notwithstanding the preceding sentence, RFL Equipment is subject to availability.

    (v) If Sony does not, within the In-Warranty Turnaround Time (i) repair and provide the product to a shipping service, or (ii) provide Repair Facilitation Loan to a shipping service within the In-Warranty Turnaround Time, subject to the exclusions set forth herein, member’s sole and exclusive remedy will be the reimbursement of the membership Fee.

    (vi) Delivery of Repair estimates are subject to shipping carrier delivery times and Authorized servicer repair depot hours of operation. Evaluation and diagnosis is guaranteed no more than 1-2 business days from delivery to Authorized servicer repair depot.

    D. Shipment

    (i) Sony reserves the right to choose any carrier to ship member’s product to/from Sony or its Authorized Service providers; as well as the shipping service selected. All products sent to Sony should be packaged securely. Member assumes all responsibility for products shipped to Sony including, without limitation, and liability for damage during shipping.

    (ii) A correct street address within the 50 United States or District of Columbia must be supplied for return shipment. The default shipping service for in/from Sony or Authorized Service providers is ground or 2nd day. For out-of-warranty repairs, next day shipping service is available at a fee. The shipping is at no cost to member based on the default shipping services provided for the Program. Please note that next business day delivery may not be available in all areas.

    (iii) All repairs will be returned signature-required, it is member’s responsibility to have someone available to receive returned product otherwise carrier may not deliver it.

    E. Repair Discount. The twenty percent (20%) discount will be applied to Sony or its Authorized Service providers standard price of repair fees for any out of warranty repair for Sony products eligible for the Program; and performed by a Sony Factory or Authorized Service Center on member’s eligible product that is deemed by Sony, in its reasonable discretion, to be repairable.

    F. Clean and Check Maintenance Service. For the following products, services shall include:


    • Clean and inspect sensor

    • External cleaning of body and dials

    • Validate and Clean Viewfinder

    • Check/Clean Proximity Sensor

    • Check/Clean Contact Pins

    • Check/Clean MI Shoe

    • Take image of lightbox to ensure clean sensor

    • Check/update firmware (requires customer approval)

    • Check general functionality of camera (buttons, dials, wheels, EVF, LCD, ports, etc. all function as expected)

    • ASC will note if Eye Cup is missing


    • Clean front and rear elements

    • Check/Clean filter treads as well as contact

    • Clean external body of lens (barrel, zoom/focus rings, aperture ring)

    • If Filter is attached, ASC will remove filter to perform test

    • Take sample image and inspect quality

    • Check/update firmware

    • Check functionality of all buttons

    • ASC will note missing cap/lens hood

    • ASC will note any extra accessory that’s attached to unit

    • ASC will not replace lens hood if it was not ship in with unit

    G. Additional Restrictions and Exemptions.

    (i) The program benefits apply to Sony Alpha interchangeable lens cameras and lenses.

    (ii) The following products are not eligible for benefits under this Program:

    • Products that have been modified, other than by Sony Factory Service Center Technicians.

    • Refurbished products, unless such products have been refurbished by Sony.

    • Products sent in by a third-party or dealer.

    • Counterfeit Products.

    • Products that are not listed on the Program repair list on the Program Website.

    (iii) Members must provide a valid shipping address for the return of an eligible product within the 50 United States and the District of Columbia.

    (iv) Priority Telephone Support: Sony will make available, via telephone, dedicated technical support to assist members with service and support issues. This service will be available Monday to Sunday 7am to 4pm Pacific Time (excluding Sony observed holidays and periods where unavailability is due to circumstances beyond Sony's control). Sony will not be liable in any way for unavailability of this service.


  22. Status of Parties. Member acknowledges that Sony makes no warranties or representations of any kind with respect to the prospects for any business relationship between the parties as a result of this Agreement. Nothing in these Terms and Conditions shall be deemed to create a partnership, joint venture or relationship of employment between member and Sony.

  23. General Terms.

    A. These Terms and Conditions are governed by the State of Delaware and any dispute arising hereunder will be resolved in accordance with the laws of the State of Delaware without reference to its conflict of laws principles.

    B. In the event any portion of These Terms and Conditions are held to be invalid or unenforceable by a court of competent jurisdiction, such term or condition (or part thereof) in the remaining provisions of these Terms and Conditions shall remain in full force and effect.

    C. Membership and the associated membership benefits under the Program may not be assigned or otherwise transferred, and any attempted assignment or transfer shall be void.

    D. Sony’s waiver of any breach or failure to enforce any of these Terms and Conditions of this Agreement at any time shall not in any way affect, limit or waive Sony’s right thereafter to enforce and compel strict compliance with every term and condition hereof.

    E. In the event Sony is unable to carry out its material obligations under these Terms and Conditions by reason of strikes, riots, insurrection, fires, flood, storm, explosions, pandemic, endemic, acts of God, war, governmental action, labor and/or supply chain conditions, earthquakes, or any other causes that are beyond the reasonable control of Sony without its fault or negligence (a “Force Majeure” event), Sony will give member notice as soon as commercially practicable advising member of the Force Majeure event and the reasons for nonperformance pursuant to such event, and make all commercially reasonable efforts to resume performance as soon as possible. Notwithstanding the foregoing, if Sony is unable to resume performance within fifteen (15) calendar days after the Force Majeure event, member may promptly terminate their membership by providing written notice to Sony.

    F. These Terms and Conditions, together with and any other document Sony designates from time to time as part of the Program, constitutes the entire agreement between the parties concerning the subject matter hereof and supersedes any and all prior and contemporaneous agreements or representations, written or oral, of the parties pertaining to such subject matter.

  24. Dispute Resolution (Including Binding Arbitration).


    “Dispute” is defined as any disagreement, cause of action, claim, controversy, or proceeding between member and Sony related to or arising out of member’s membership, access and/or use of the Program, or the terms of these Terms and Conditions. Dispute is to be given the broadest possible meaning that will be enforced.

    Member and Sony agree that all Disputes shall be resolved exclusively through binding arbitration. MEMBER UNDERSTANDS AND ACKNOWLEDGES THAT BY AGREEING TO ARBITRATION, MEMBER IS GIVING UP THE RIGHT TO LITIGATE (OR PARTICIPATE IN AS A PARTY OR CLASS MEMBER) ANY DISPUTES IN COURT. Member also agrees that ANY DISPUTE RESOLUTION PROCEEDING WILL ONLY CONSIDER MEMBER’S INDIVIDUAL CLAIMS, AND BOTH PARTIES AGREE NOT TO HAVE ANY DISPUTE HEARD AS A CLASS ACTION, REPRESENTATIVE ACTION, CONSOLIDATED ACTION, OR PRIVATE ATTORNEY GENERAL ACTION. Despite the above, member has the right to litigate any Dispute on an individual basis in small claims court or other similar court of limited jurisdiction, to the extent the amount at issue does not exceed $15,000, and as long as such court has proper jurisdiction and all other requirements (including amount in controversy) are satisfied.

    If any part of this arbitration provision, other than waivers of class action rights, is deemed or found to be unenforceable for any reason, the remainder shall remain enforceable.

    Arbitration Instructions. To begin Arbitration, either member or Sony must make a written demand to the other for arbitration. The Arbitration will take place before a single arbitrator. It will be administered in keeping with the Expedited Procedures of the Commercial Arbitration Rules, and the Supplementary Proceedings for Consumer-Related disputes when applicable (“Rules”) of the American Arbitration Association (“AAA”) in effect when the claim is filed. Member may get a copy of AAA’s Rules by contacting AAA at (800) 778-7879 or visiting www.adr.org. The filing fees to begin and carry out arbitration will be shared between member and Sony, but in no event shall member’s fees ever exceed the amount allowable by the special rules for Consumers Disputes provided for by AAA, at which point Sony will cover all additional administrative fees and expenses. This does not prohibit the Arbitrator from giving the winning party their fees and expenses of the arbitration when appropriate pursuant to the Rules. Unless member and Sony agree differently, the arbitration will take place in the county and state where member lives, and applicable federal or state law shall govern the substance of any Dispute during the arbitration. However, the Federal Arbitration Act, 9 U.S.C. § 1, et seq., will govern the arbitration itself and not any state law on arbitration. If member purchases the membership or product in the United States, but subsequently lives outside of the United States, arbitration will take place in the county in which member purchased the membership or product. The Arbitrator’s decision will be binding and final, except for a limited right of appeal under the Federal Arbitration Act. The arbitrator may award declaratory or injunctive relief only to the extent necessary to provide relief warranted by that party’s individual claim, and any court with jurisdiction over the parties may enforce the arbitrator’s decision.

    Opt-Out Instructions. IF MEMBER DOES NOT WISH TO BE BOUND BY THE BINDING ARBITRATION PROVISION, THEN: (1) member must notify Sony in writing within 30 days of the date of membership in the Program; (2) member’s written notification must be mailed to Sony Electronics Inc., 16535 Via Esprillo, MZ 1105, San Diego CA 92127, Attn: Legal Department; AND (3) member’s written notification must include (a) member’s NAME, (b) member’s ADDRESS, (c) the DATE the member’s Program membership commenced, and (d) a clear statement that “MEMBER DOES NOT WISH TO RESOLVE DISPUTES WITH ANY SONY ELECTRONICS ENTITY THROUGH ARBITRATION AND/OR BE BOUND BY THE CLASS ACTION WAIVER.”

    Opting out of this dispute resolution procedure will not affect the coverage of the Limited Warranty in any way, and member will continue to enjoy the benefits of the Limited Warranty.

    Effective: May 7, 2023

    Copyright 2023 Sony Electronics Inc.