World Aquatics and Sony Corporation (“Sony”) have officially announced a landmark partnership that will redefine the way aquatic sports are experienced by fans worldwide. This four-year collaboration, running until 2028, aims to enhance fan engagement and transform the consumption of aquatic sports through the integration of Sony’s cutting-edge technology.
As part of the agreement, Sony will serve as an Official Partner for all World Aquatics competitions through 2028. This partnership will commence with the World Aquatics Swimming Championships (25m), scheduled to take place from December 10-15, 2024, in Budapest, Hungary, 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, diving, water polo, artistic swimming, open water swimming, and high diving — operates under the vision of “A world united by water, for health, life and sport.” Meanwhile, Sony’s mission to “Create the future of entertainment through the power of technology together with creators” aligns with World Aquatics’ vision, enabling the two organizations to collaborate on a shared goal of promoting aquatic sports to a larger global audience.
Through this partnership, Sony will play a pivotal role in capturing and showcasing the extraordinary feats of aquatic athletes. World Aquatics’ official photographers and videographers will be equipped with Sony’s state-of-the-art imaging technology, including Alpha™ mirrorless cameras, G Master™ lenses, Cinema Line cameras, and system cameras. These tools will enable the creation of breathtaking visuals that highlight the skill, artistry, and emotional intensity of aquatic sports.
In addition to visual storytelling, Sony will leverage the expertise of Hawk-Eye Innovations, a Sony Group company renowned for its video replay and officiating technology used in top-tier sports events worldwide. This technology will contribute to the fair and accurate management of World Aquatics competitions, ensuring transparent and reliable officiating.
Sony’s partnership will also see the launch of a dedicated platform for aquatics imagery, which is set to debut in late December 2024. This platform will grant fans access to exclusive event highlights, iconic images, and special photo shoots featuring medal-winning athletes.
Husain Al-Musallam, President of World Aquatics, celebrated the collaboration, stating, “This partnership with Sony is a monumental step forward for World Aquatics and our athletes. With Sony’s advanced technology and unwavering commitment to excellence, we will elevate the presentation of our competitions, capturing the passion and artistry of aquatic sports like never before. Together, we aim to increase global visibility, showcase the achievements of our athletes, and deliver a next-level experience for our fans.”
Sony Corporation’s President and CEO, Kimio Maki, echoed this sentiment, saying, “We are proud to become an Official Partner of World Aquatics, an organization dedicated to supporting aquatic athletes and their fans. By harnessing Sony’s technological expertise, we will further elevate the emotional impact — or ‘Kando’ — experienced by fans when witnessing the extraordinary feats of athletes and creators. Our goal is to share these awe-inspiring moments with fans worldwide and contribute to the growth of aquatic sports.”
“Kando” is a Japanese term that refers to the profound emotional response one feels when experiencing something beautiful or awe-inspiring for the first time.
This historic partnership between World Aquatics and Sony represents a shared commitment to excellence, innovation, and the global growth of aquatic sports. By combining World Aquatics’ passion for water sports with Sony’s world-class technology, the future of aquatics is set to reach new heights on the international stage.
