World Aquatics partners with Sony to “transform” viewer engagement

World Aquatics and Sony Corporation have formed a partnership for the four years to 2028, which the organisations say will “transform the way aquatics fans engage with and consume aquatic sports”.

As part of the deal, Sony will support all World Aquatics competitions held through to the end of 2028 as an Official Partner, starting with the World Aquatics Swimming Championships (25m) from 10-15 December of this year in Budapest, Hungary.

World Aquatics, the international governing body for six aquatic sports – swimming, water polo, diving, artistic swimming, open water swimming and high diving – said it strives to develop all aquatics under the vision of “A world united by water, for health, life and sport.”

Sony and World Aquatics said they would work together to apply technology to promote aquatics to a global audience.

Sony will further contribute to sharing moments of aquatics athletes’ achievements with the world. World Aquatics’ official photographers and videographers will use Sony technology, including Alpha mirrorless cameras, interchangeable lenses including G Master lenses, Cinema Line cameras and system cameras.

In addition, Hawk-Eye Innovations, a Sony group company that provides officiating services for global sports events, will help further contribute to fair competition management through video replay services.

Working alongside World Aquatics, Sony photographers will document marquee World Aquatics events, sharing these images with audiences worldwide. A dedicated platform for the aquatics imagery will debut in late December, allowing fans to access event highlights and exclusive medallist photo shoots.

World Aquatics President Husain Al-Musallam hailed the landmark agreement. He said: “I am extremely excited about this partnership. 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.”

“We are pleased to become an official partner of World Aquatics, which provides wide-ranging support to aquatics athletes and fans,” added Kimio Maki, President and CEO, Sony Corporation. “Sony will contribute to the development of aquatic sports by leveraging technology to enhance the Kando* created by diverse athletes and creators and deliver it to fans around the world.”