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Track and field enthusiasts are in for a big treat after World Athletics signed a sponsorship deal with a leading entertainment firm that aims to generate emotion-filled experiences for sports fans across the globe.
Track and field fans are in for a memorable ride after World Athletics announced their new sponsor, Sony Corporation (Sony) on a three-year agreement that will see Sony sponsor World Athletics Series events from 2024 to 2026.
As reported by World Athletics, Sony will support all World Athletics Series events starting from the World Athletics Indoor Championships in Glasgow in March. The agreement will also include the World Athletics Championships in Tokyo, Japan, in September 2025.
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Meanwhile, Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. Sony Corporation supports the Sony Group with technology to create the entertainment of the future together with creators.
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Sony aims to work with creators and maximise the power of technology to generate emotion-filled experiences for sports fans across the globe and capture them on film and in photographs. Sony will further enhance emotion from athletes’ awe-inspiring achievements captured by content creators, including photographers, and deliver them to the world through cutting-edge technologies.
In addition, Hawk-Eye Innovations, which has a proven track record of providing services for international events in a variety of sports, will contribute to fair competition management through its officiating services.
“We are entering an exciting few years for our sport and I can think of no better partner than Sony to help us capture the excitement, the thrill, and the breathtaking performances our sport promises to bring.
“As the No.1 Olympic sport, the eyes of the world will be squarely focused on athletics this year as our athletes compete across our five World Athletics Series events, plus Paris. We look forward to the outstanding photographs Sony will capture at our events to immortalise these many moments in our sport’s history,” World Athletics president Seb Coe said.
Hiroki Totoki, President, COO, and CFO of Sony Group Corporation, said: “We are delighted to have reached an agreement with World Athletics to sponsor their World Athletics Series events, which are known as the world's top competitions in athletics.
“Based on our purpose to ‘fill the world with emotion, through the power of creativity and technology’, Sony will contribute to the development of sports by leveraging technology to enhance the emotion generated by sports and deliver it to sports fans around the world.”
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