The World Aquatics and Sony Corporation have announced a historic partnership that will last for four years until 2028. This partnership aims to revolutionize the way aquatic sports fans engage with and consume these sports.
Sony will be the official partner for all World Aquatics competitions until the end of 2028, starting with the World Aquatics Swimming Championships (25m) in Budapest, Hungary from 10-15 December this year.
World Aquatics is the governing body for six aquatic sports – swimming, water polo, diving, artistic swimming, open water swimming and high diving – with a vision of “A world united by water, for health, life and sport.” Sony’s mission is to “Create the future of entertainment through the power of technology together with creators” and they aim to continue delivering “Kando” to people worldwide. Both parties share a similar philosophy and will work together to use technology to promote aquatics to a global audience.

Sony will also contribute to sharing the awe-inspiring moments of aquatic athletes’ achievements with the world. World Aquatics’ official photographers and videographers will use Sony’s advanced technology, including Alpha™ mirrorless cameras, versatile interchangeable lenses such as G Master™ lenses, Cinema Line cameras and system cameras. In addition, Hawk-Eye Innovations, a Sony group company with a proven track record of providing officiating services for global sports events, will help ensure fair competition management through video replay services.
Together with World Aquatics, Sony’s photographers will capture the most memorable moments at major events, sharing these images with audiences worldwide. A dedicated platform for aquatic imagery will be launched in late December, giving fans access to dynamic event highlights and exclusive photoshoots with medalists.
World Aquatics President Husain Al-Musallam expressed his enthusiasm for this groundbreaking agreement, stating, “I am extremely excited about this partnership. Working with Sony will open new doors for World Aquatics and our athletes. Sony’s cutting-edge technology and commitment to excellence will enhance the experience of our competitions, capturing the intensity and artistry of aquatic sports in innovative ways that engage and inspire audiences worldwide. Together, we are dedicated to increasing the visibility of our sports, celebrating the achievements of our athletes, and providing our fans with an unparalleled experience.”
Kimio Maki, President and CEO of Sony Corporation, also expressed his pleasure at becoming an official partner of World Aquatics, stating, “Sony is proud to support World Aquatics and their commitment to athletes and fans. Through our technology, we aim to enhance the “Kando” created by diverse athletes and creators and deliver it to fans around the world, contributing to the development of aquatic sports.” For more information and media materials, please download the press kit here. (Note: “Kando” is a Japanese term that roughly translates to the feeling of awe and emotion when experiencing something beautiful and amazing for the first time.