Technology corporation to provide innovative cameras and lenses to improve visibility of all competitions.
World Aquatics has signed up Sony as an official partner for the next four years until 2028.
Contract:
- Sony to support all World Aquatics competitions as an official partner
- Japanese electronics giant to provide federation’s photographers and videographers with innovative cameras and lenses
- Sony company Hawk-Eye Innovations will provide video replay capabilities for event officials
- Sony’s photographers to capture memorable moments at marquee World Aquatics events and to show images worldwide, with a dedicated online gallery to debut later this month
Context:
Sony becomes the fifth top-tier partner of World Aquatics, joining a roster that includes Omega, Nongfu Spring, Myrtha Pools and Yakult. Both the federation and Sony will aim to transform how fans view aquatics using new technologies.
The new partnership marks Sony’s latest foray into sports in 2024, having struck similar agreements with World Athletics and the National Football League (NFL) earlier this year.
Comment:
“I am extremely excited about this partnership,” said Husain Al-Musallam, World Aquatics president. “Working with Sony will bring new opportunities to World Aquatics and our athletes.
“Sony’s cutting-edge technology and commitment to excellence will elevate the experience of our competitions, capturing the intensity and artistry of aquatic sports in innovative ways that engage and inspire global audiences. Together, we are committed to enhancing our sports’ visibility, celebrating the achievements of our athletes, and giving our fans an unrivalled experience.”
Coming next:
Sony’s partnership with the federation will begin with the World Aquatics Swimming Championships (25m), which begins on 10th December and is taking place in the Hungarian capital of Budapest.
Credit: https://www.sportspro.com/news/world-aquatics-sony-global-partnership-hawk-eye-december-2024/