World Aquatics and Sony Corporation (“Sony”) have announced a groundbreaking Official Partnership that will redefine how fans experience and engage with aquatic sports over the next four years, extending through to 2028.
As part of this strategic alliance, Sony will serve as the Official Partner for all World Aquatics events until the end of 2028. The partnership will debut with the World Aquatics Swimming Championships (25m) scheduled from December 10 to 15, 2024, in Budapest, Hungary. It will be followed by the World Aquatics Championships in Singapore from July 11 to August 3, 2025.
World Aquatics, the global governing body for six aquatic disciplines — swimming, water polo, diving, artistic swimming, open water swimming, and high diving — is committed to uniting the world through water for health, life, and sport. Sony, driven by its mission to “Create the future of entertainment through the power of technology together with creators,” aims to inspire the world with “Kando” — a Japanese concept that represents an emotional and awe-inspiring experience.
The collaboration seeks to combine both organizations’ shared values and philosophies, using Sony’s cutting-edge technology to bring aquatic sports closer to global audiences.
Through this partnership, Sony will provide advanced imaging solutions to enhance coverage of aquatic sports. Official World Aquatics photographers and videographers will be equipped with Sony’s state-of-the-art tools, including Alpha™ mirrorless cameras, G Master™ interchangeable lenses, and Cinema Line cameras. These technologies will capture the essence of aquatic sports with greater precision and visual excellence.
Additionally, Hawk-Eye Innovations, a Sony Group company renowned for its officiating technology in global sports, will offer its expertise to support World Aquatics. This includes the use of video replay technology to ensure fair competition management across aquatic events.
To further enhance fan engagement, Sony photographers will document the most iconic moments of World Aquatics events, capturing emotional highlights and exclusive athlete photo shoots. In December 2024, World Aquatics will launch a dedicated platform where fans can access dynamic imagery and relive the most unforgettable moments from competitions.
World Aquatics President Husain Al-Musallam expressed his enthusiasm for the partnership, stating, “I am incredibly excited about this partnership. Collaborating with Sony opens new opportunities for World Aquatics and our athletes. Sony’s advanced technology and unwavering commitment to quality will elevate the experience of our competitions, capturing the intensity and elegance of aquatic sports in a way that captivates and inspires audiences around the globe. Together, we aim to expand our sports’ visibility, celebrate athlete achievements, and deliver an unrivaled fan experience.”
Sony Corporation’s President and CEO, Kimio Maki, shared his thoughts on the collaboration, saying, “We are honored to become an Official Partner of World Aquatics, which plays a vital role in supporting aquatic athletes and fans alike. Sony is committed to enhancing the development of aquatic sports by leveraging advanced technology to amplify the emotional impact (‘Kando’) generated by athletes and creators, delivering this experience to fans worldwide.”
The partnership signifies a major step forward for World Aquatics as it seeks to grow its global footprint and increase fan engagement. By integrating Sony’s innovative technology, the world of aquatic sports will be presented in more captivating and immersive ways than ever before.
