Sony aims to fill the world with emotion, through the power of creativity and technology. To achieve this purpose, Sony has partnered with World Aquatics to utilize cutting-edge technology to support athletes.
Sony is an official global partner of World Aquatics for four years – from 2025 to 2028. World Aquatics, the international governing body for six aquatic sports – swimming, water polo, diving, artistic swimming, open water swimming and high diving – strives to develop all aquatics under the vision of, "A world united by water, for health, life and sport."
Sony aims to continue delivering Kando* to people around the world under its mission to, "Create the future of entertainment through the power of technology together with creators." Both parties have a mutual understanding of each other's philosophies and work together to apply technology to promote aquatics to a global audience.
Sony further contributes to sharing the awe-inspiring moments of aquatics athletes’ achievements with the world. Photographers and videographers use cutting-edge Sony technology, including Alpha mirrorless cameras, versatile interchangeable lenses including G Master lenses, Cinema Line cameras, system cameras and broadcast solutions. This allows for the high-quality capture of athletes' emotional moments, conveying their beauty to the audience in real time. Hawk-Eye Innovations, a Sony group company, also contributes to fair competition management through its video replay services, creating an environment where athletes can compete seriously and enabling the emergence of emotional moments.
See a photo gallery from World Aquatics, all shot on Sony Alpha cameras with G and G Master series lenses, HERE.
*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 Aquatics HERE.
