#Japan #Tokyo #World Aquatics #Sony Corporation #Aquatic Sports

A New Era for Aquatic Sports

In an exciting development for sports enthusiasts around the globe, World Aquatics has joined forces with Sony Corporation in a landmark partnership set to continue until 2028. This collaboration marks a significant milestone in the world of aquatic sports, aiming to enhance the experience for athletes and fans alike through state-of-the-art technology.

Transformative Vision

World Aquatics, the governing body for multiple aquatic disciplines, including swimming, water polo, diving, artistic swimming, open water swimming, and high diving, operates under the guiding principle of creating “A world united by water, for health, life and sport.” They aspire to promote aquatic sports at all levels, while Sony’s mission is focused on utilizing technology to foster engaging and impactful entertainment opportunities for audiences worldwide.

This partnership will allow for a seamless blend of both organizations’ philosophies, harnessing Sony's advanced technological capabilities to enhance the presentation and accessibility of aquatic sports. The collaboration will start with the World Aquatics Swimming Championships (25m), taking place in Budapest, Hungary, from December 10-15, right on the heels of this announcement.

Cutting-Edge Technology in Action

Technological innovations will play a crucial role in this partnership. Sony is set to equip World Aquatics' photographers and videographers with premium equipment such as Alpha™ mirrorless cameras, G Master™ lenses, and Cinema Line cameras, ensuring that fans experience the thrill and drama of aquatic competitions like never before. Additionally, Hawk-Eye Innovations, a subsidiary of Sony known for its prowess in officiating, will contribute toward fair play through enhanced video replay services.

The agreement aims to capture and disseminate breathtaking moments from aquatic events, making them accessible to audiences around the world. A new dynamic platform will also launch in late December to showcase engaging event highlights and exclusive photographs of medal ceremonies, ensuring that fans can relive the action and honor the accomplishments of their favorite athletes.

Excitement for the Future

The President of World Aquatics, Husain Al-Musallam, expressed enthusiasm about the collaboration, stating, “I'm extremely excited about this partnership. Working alongside Sony will open new avenues for World Aquatics and our athletes. Their cutting-edge technology and commitment to excellence will enhance the experience of our competitions, capturing not just the intensity but the artistry inherent in aquatic sports.”

Moreover, Kimio Maki, President and CEO of Sony Corporation, articulated Sony's dedication to fostering the growth of aquatic sports, emphasizing, “Sony will leverage technology to enhance the Kando created by diverse athletes and creators, delivering unforgettable experiences to fans globally.” Kando, a Japanese term, embodies the deep emotional response invoked by extraordinary experiences, aligning perfectly with the vision of both organizations to evoke such sentiments through their partnership.

Conclusion

As aquatic sports increasingly gain a foothold in global athletic culture, the World Aquatics and Sony partnership represents a pivotal step toward elevating these sports to new heights. By merging technology with tradition, they aim to celebrate the achievements of aquatic athletes while providing fans with unparalleled access to the excitement and beauty of the sport. This partnership is more than just an agreement; it's a commitment to innovation, excellence, and the enduring spirit of sportsmanship that aquatic sports embody.