From Alpha\u2122 mirrorless cameras<\/strong> and G Master\u2122 lenses<\/strong> to portable data transmitters<\/strong> and broadcasting systems<\/strong>, Sony\u2019s gear will be everywhere\u2014on 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.<\/p>\n Sony isn\u2019t just supporting the pros\u2014it\u2019s investing in the future. Through its partnership with the World Athletics Media Academy<\/strong>, Sony is backing a workshop for eleven young photographers<\/strong> from around the globe.<\/p>\n 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.<\/p>\n It\u2019s not just about technique\u2014it\u2019s about perspective. Sony wants these young creatives to find their voice, frame their vision, and help redefine sports journalism for the next generation.<\/p>\n Let\u2019s talk officiating. Because in elite athletics, milliseconds and millimeters matter.<\/p>\n Sony\u2019s subsidiary, Hawk-Eye Innovations<\/strong>, will deploy its video replay system<\/strong> 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.<\/p>\n And here\u2019s the kicker: if a disqualification is confirmed, the footage and decision graphics will be shared with broadcasters. That means fans won\u2019t just hear the verdict\u2014they\u2019ll see the moment, understand the context, and appreciate the fairness.<\/p>\n It\u2019s transparency in motion, powered by tech.<\/p>\n Sony knows that great sports coverage starts with great gear\u2014and the people who use it. That\u2019s why they\u2019re setting up a Camera Service Booth<\/strong> inside the Media Centre, stocked with 150 cameras<\/strong> and 600 lenses<\/strong>.<\/p>\n Accredited photographers from around the world will have access to Sony\u2019s creator support team and engineers<\/strong>, ensuring their workflow stays smooth and their shots stay sharp.<\/p>\n And because feedback fuels innovation, Sony will be listening closely. Every conversation with a photographer is a chance to improve future products and services.<\/p>\n Tech is powerful\u2014but so is compassion. In collaboration with Project KIBO<\/strong>, a children\u2019s support initiative led by former Sony CEO Kazuo Hirai<\/strong>, Sony will invite a group of children and their guardians to the stadium.<\/p>\n They\u2019ll watch the competition, tour the Sony booth, and even participate in a running workshop<\/strong> and sports photography session<\/strong> using Alpha cameras.<\/p>\n It\u2019s a day of inspiration, inclusion, and hands-on learning\u2014proof that the excitement of athletics can be shared with everyone, regardless of age or background.<\/p>\n Can\u2019t make it to the stadium? Sony\u2019s got you covered. From September 5 to 22<\/strong>, the Sony Store Ginza<\/strong> will host a special exhibition titled \u201cWORLD ATHLETICS MOMENTS: MORE THAN MEETS THE EYE.\u201d<\/strong><\/p>\n Visitors can view stunning photos from WCH Tokyo 25 and try out a motion tracking experience<\/strong> powered by Hawk-Eye technology.<\/p>\n Plus, outside Gate B of the stadium<\/strong>, Sony will set up an on-site experience booth<\/strong> where fans can test the latest Alpha series cameras<\/strong> and E-mount lenses<\/strong>. Whether you\u2019re a pro shooter or just camera-curious, it\u2019s a chance to get hands-on with the tech that\u2019s capturing the world\u2019s biggest athletic moments.<\/p>\n At its core, Sony\u2019s involvement in WCH Tokyo 25 is about more than hardware. It\u2019s about storytelling.<\/p>\n It\u2019s about helping photographers freeze the moment a sprinter crosses the finish line. It\u2019s about giving judges the tools to make fair calls. It\u2019s about empowering young creatives to find their voice. And it\u2019s about making sure fans\u2014whether in the stadium or halfway across the world\u2014feel the thrill of every race, jump, and throw.<\/p>\n Sony isn\u2019t just enhancing the excitement of athletics. It\u2019s delivering it, frame by frame, moment by moment.<\/p>\n![\"\"](\"http:\/\/www.techbeatph.com\/wproot\/wp-content\/uploads\/2025\/08\/download-3-1024x439.png\")
<\/p>\nTraining the Next Generation of Sports Storytellers<\/h3>\n
Hawk-Eye Innovations: Fair Play, Frame by Frame<\/h3>\n
Supporting the Creators Behind the Scenes<\/h3>\n
Giving Back Through Project KIBO<\/h3>\n
Experience the Action Beyond the Stadium<\/h3>\n
Sony\u2019s Vision: Tech That Tells the Story<\/h3>\n