Sony Powers Tokyo 25 With Tech, Talent, and Heart
Sony Powers Tokyo 25 With Tech, Talent, and Heart
Elevating Athletics With Imaging and Innovation
When the world’s fastest, strongest, and most agile athletes converge at the World Athletics Championships Tokyo 25, Sony won’t just be watching from the sidelines. As an official partner, the tech giant is bringing its full arsenal of imaging and broadcasting tools to the Japan National Stadium from September 13 to 21, turning every sprint, jump, and throw into a cinematic moment. Sony Powers Tokyo 25 With Tech, Talent, and Heart.
From Alpha™ mirrorless cameras and G Master™ lenses to portable data transmitters and broadcasting systems, Sony’s gear will be everywhere—on the track, in the media center, and behind the scenes. The goal? To help creators capture the emotion, intensity, and drama of athletics with precision and flair.
Training the Next Generation of Sports Storytellers
Sony isn’t just supporting the pros—it’s investing in the future. Through its partnership with the World Athletics Media Academy, Sony is backing a workshop for eleven young photographers from around the globe.
These emerging talents will receive hands-on training from seasoned professionals, shoot live action on the competition track, and learn how to tell compelling sports stories through the lens.
It’s not just about technique—it’s about perspective. Sony wants these young creatives to find their voice, frame their vision, and help redefine sports journalism for the next generation.
Hawk-Eye Innovations: Fair Play, Frame by Frame
Let’s talk officiating. Because in elite athletics, milliseconds and millimeters matter.
Sony’s subsidiary, Hawk-Eye Innovations, will deploy its video replay system across all track and field events. If a violation is suspected, judges will have access to multi-angle footage from cameras mounted on the track and overhead structures.
And here’s the kicker: if a disqualification is confirmed, the footage and decision graphics will be shared with broadcasters. That means fans won’t just hear the verdict—they’ll see the moment, understand the context, and appreciate the fairness.
It’s transparency in motion, powered by tech.
Supporting the Creators Behind the Scenes
Sony knows that great sports coverage starts with great gear—and the people who use it. That’s why they’re setting up a Camera Service Booth inside the Media Centre, stocked with 150 cameras and 600 lenses.
Accredited photographers from around the world will have access to Sony’s creator support team and engineers, ensuring their workflow stays smooth and their shots stay sharp.
And because feedback fuels innovation, Sony will be listening closely. Every conversation with a photographer is a chance to improve future products and services.
Giving Back Through Project KIBO
Tech is powerful—but so is compassion. In collaboration with Project KIBO, a children’s support initiative led by former Sony CEO Kazuo Hirai, Sony will invite a group of children and their guardians to the stadium.
They’ll watch the competition, tour the Sony booth, and even participate in a running workshop and sports photography session using Alpha cameras.
It’s a day of inspiration, inclusion, and hands-on learning—proof that the excitement of athletics can be shared with everyone, regardless of age or background.
Experience the Action Beyond the Stadium
Can’t make it to the stadium? Sony’s got you covered. From September 5 to 22, the Sony Store Ginza will host a special exhibition titled “WORLD ATHLETICS MOMENTS: MORE THAN MEETS THE EYE.”
Visitors can view stunning photos from WCH Tokyo 25 and try out a motion tracking experience powered by Hawk-Eye technology.
Plus, outside Gate B of the stadium, Sony will set up an on-site experience booth where fans can test the latest Alpha series cameras and E-mount lenses. Whether you’re a pro shooter or just camera-curious, it’s a chance to get hands-on with the tech that’s capturing the world’s biggest athletic moments.
Sony’s Vision: Tech That Tells the Story
At its core, Sony’s involvement in WCH Tokyo 25 is about more than hardware. It’s about storytelling.
It’s about helping photographers freeze the moment a sprinter crosses the finish line. It’s about giving judges the tools to make fair calls. It’s about empowering young creatives to find their voice. And it’s about making sure fans—whether in the stadium or halfway across the world—feel the thrill of every race, jump, and throw.
Sony isn’t just enhancing the excitement of athletics. It’s delivering it, frame by frame, moment by moment.
Visit Sony x World Athletics website for more information.
