World Aquatics and Sony Corporation (“Sony”) have announced a groundbreaking four-year Official Partnership set to redefine the way aquatic sports are experienced and enjoyed by global fans. This collaboration will span from 2024 to 2028, with Sony providing technological and creative support for all World Aquatics events during this period.
The partnership will officially commence with the World Aquatics Swimming Championships (25m), scheduled from December 10-15, 2024, in Budapest, Hungary. It will then continue at the World Aquatics Championships in Singapore, set to take place from July 11 to August 3, 2025.
World Aquatics serves as the international governing body for six aquatic sports – swimming, water polo, diving, artistic swimming, open water swimming, and high diving. The organization aims to develop these sports under its guiding vision, “A world united by water, for health, life and sport.” Sony, meanwhile, remains committed to its mission of “creating the future of entertainment through the power of technology together with creators” and seeks to deliver “Kando” — a Japanese term that signifies the emotional impact of beauty and awe — to people worldwide.
Both organizations share a common philosophy centered on innovation and excellence. Together, they will leverage cutting-edge technology to bring aquatic sports closer to fans and enhance the viewing experience.
As part of this collaboration, World Aquatics’ official photographers and videographers will be equipped with Sony’s advanced imaging technology, including Alpha™ mirrorless cameras, versatile interchangeable G Master™ lenses, Cinema Line cameras, and system cameras. These tools will be instrumental in capturing the intensity, grace, and triumphs of aquatic sports.
Additionally, Sony’s subsidiary, Hawk-Eye Innovations, will provide its renowned video replay services to promote fair play and ensure accurate officiating at competitions. With a strong track record of supporting major global sports events, Hawk-Eye’s technology will be pivotal in maintaining fair competition standards.
The partnership will also see Sony photographers capturing the most memorable moments from major aquatic events. These iconic images will be made available on a newly established platform, launching in late December 2024. The platform will provide fans with access to event highlights, dynamic action shots, and exclusive medalist photo shoots.
Commenting on the collaboration, World Aquatics President Husain Al-Musallam expressed his enthusiasm, stating, “This partnership with Sony is a monumental step forward for World Aquatics and our athletes. Sony’s world-class technology and unwavering commitment to excellence will elevate our competitions and amplify the artistry and power of aquatic sports. Together, we aim to enhance the visibility of our sports, honor the achievements of our athletes, and deliver an unmatched experience for fans across the globe.”
Kimio Maki, President and CEO of Sony Corporation, also highlighted the significance of the partnership. “We are proud to become an official partner of World Aquatics, an organization that supports athletes and fans on a global scale. By utilizing Sony’s innovative technology, we aim to enhance the emotional impact — or ‘Kando’ — created by athletes and creators and bring that emotion to fans worldwide. Our commitment is to support the growth and development of aquatic sports in new and exciting ways,” said Maki.
The collaboration between World Aquatics and Sony symbolizes a shared vision of innovation, excellence, and global connectivity. By leveraging Sony’s expertise in technology and media, aquatic sports are poised for an era of enhanced engagement and emotional connection with fans around the world.
