Sony aims to fill the world with emotion, through the power of creativity and technology. To achieve this purpose, Sony has partnered with World Athletics to utilize cutting-edge technology to support athletes.
Sony is a proud partner of World Athletics, sponsoring their World Athletics Series events from 2024 to 2026. Founded in 1912 as the international governing body for athletics, World Athletics has been promoting the development of athletics around the world and supporting athletes at all levels in over 200 countries and regions. To create the future of entertainment through the power of technology together with creators, Sony and World Athletics combine creativity with technology to capture every moving moment of competition and share them with the world.
In the World Athletics Series, Sony further enhances the Kando* moments it shares around the world with technologies like Alpha mirrorless camera, versatile interchangeable lens including G Master, system cameras and broadcast solutions. This allows for the high-quality capture of athletes' emotional moments, conveying their beauty to the audience at real time.
Additionally, Hawk-Eye Innovations, Sony’s wholly owned subsidiary, will contribute to fair competition management through its officiating services, creating an environment where athletes can compete seriously and enabling the emergence of emotional moments.
See a photo gallery from World Athletics, all shot on Sony Alpha cameras with G and G Master series lenses, HERE.
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*Kando is a Japanese word that roughly translates to “the sense of awe and the emotion you feel when experiencing something beautiful and amazing for the first time”.
Learn more about Sony’s partnership with World Athletics HERE.
