Sony and World Aquatics Announce Groundbreaking Partnership

World Aquatics and Sony Corporation (“Sony”) have officially joined forces in a groundbreaking partnership until 2028. This collaboration is set to revolutionize fans’ experiences and engagement with aquatic sports worldwide.

Sony will be an Official Partner for all World Aquatics competitions through the end of 2028. The partnership begins with the World Aquatics Swimming Championships (25m) from December 10-15, 2024, in Budapest, Hungary, and continues with the World Aquatics Championships from July 11 to August 3, 2025, in Singapore.

As the global governing body for six aquatic sports—swimming, water polo, diving, artistic swimming, open water swimming, and high diving—World Aquatics is dedicated to uniting the world through water under the vision: “A world united by water, for health, life, and sport.” Similarly, Sony is driven by its mission to “Create the future of entertainment through the power of technology together with creators,” inspiring people worldwide through Kando—a sense of awe and emotion.

Bringing Technology and Creativity to Aquatics

Sony and World Aquatics will collaborate to enhance the global appeal of aquatic sports, using cutting-edge technology to showcase the incredible achievements of athletes. Official photographers and videographers at World Aquatics events will utilize Sony’s state-of-the-art equipment, including Alpha™ mirrorless cameras, G Master™ lenses, and Cinema Line cameras, to capture every moment with unmatched precision.

Hawk-Eye Innovations, a Sony subsidiary known for its expertise in officiating services at major global sporting events, will further elevate competition standards with advanced video replay technology to ensure fairness.

Sharing Iconic Aquatic Moments

Sony’s photographers will document the most captivating moments at World Aquatics events, bringing these images to fans around the globe. In late December, a dedicated platform for aquatic imagery will launch, offering dynamic event highlights and exclusive photo shoots of medalists.

Leaders Celebrate the Partnership

World Aquatics President Husain Al-Musallam expressed his excitement:
“This partnership with Sony brings new opportunities for our athletes and fans. With Sony’s cutting-edge technology and dedication to excellence, we will elevate the experience of aquatic sports, showcasing their artistry and intensity in ways that inspire global audiences. Together, we aim to enhance the visibility of our sports, celebrate the achievements of our athletes, and provide an unparalleled fan experience.”

Kimio Maki, President and CEO of Sony Corporation, added:
“We are proud to partner with World Aquatics, which supports athletes and fans across the globe. By leveraging our innovative technology, Sony will contribute to the growth of aquatic sports, delivering the Kando created by diverse athletes and creators to fans everywhere.”

What is Kando?

Kando is a Japanese term that describes the sense of awe and emotion one feels when experiencing something truly beautiful or extraordinary—a fitting theme for this transformative partnership.