World Athletics and Sony Announce Three-Year Sponsorship Deal

World Athletics and Sony Announce Three-Year Sponsorship Deal

In an exciting collaboration, World Athletics, the highest governing body in global athletics, and Sony Corporation, a leading multinational electronics company, have recently announced a new three-year sponsorship agreement.

This partnership will encompass all World Athletics Series events held between 2024 and 2026, including the highly anticipated Paris 2024 Olympic Games and the Tokyo 2025 World Athletics Championships.

Alliance between World Athletics and Sony aims to capture the thrill and extraordinary performances that the sport promises to deliver.

Significance of the Partnership

World Athletics President, Sebastian Coe, expressed his enthusiasm for the upcoming years in the sport and highlighted Sony as the perfect partner to help capture the excitement. With its headquarters in Tokyo, Sony is renowned as one of the world’s foremost consumer electronics manufacturers. Hiroki Totoki, President, Chief Operating Officer, and Chief Financial Officer of Sony Group Corporation, celebrated the agreement, emphasizing the company’s commitment to collaborate with creators and leverage technology to generate captivating experiences for sports fans worldwide.

Scope of the Sponsorship

The sponsorship deal between World Athletics and Sony will cover a range of prestigious events, showcasing the global appeal of athletics. Starting with the upcoming Glasgow Indoor World Athletics Championships, set to commence on March 24th, the partnership will extend to include major competitions such as the Paris 2024 Olympic Games and the Tokyo 2025 World Athletics Championships.

Capturing the Essence of Athletics

With their shared vision of elevating the sport and engaging fans, World Athletics and Sony will work together to capture memorable moments and create exceptional content.

Sony’s cutting-edge technology and expertise in consumer electronics will undoubtedly play a pivotal role in enhancing the spectator experience and showcasing the prowess of athletes on a global stage.

Leveraging Technology to Enhance Fan Engagement

Sony’s involvement as a sponsor will allow World Athletics to leverage the power of technology and create immersive experiences for fans around the world. The partnership seeks to harness innovation to captivate audiences, enabling them to feel more connected and engaged with the sport.

This aligns with Sony’s commitment to utilizing technology to evoke excitement and emotion among sports enthusiasts.

Showcasing the World’s Finest Athletes

With the sponsorship agreement spanning three years, World Athletics and Sony have a unique opportunity to showcase the talent and dedication of athletes from across the globe.

The collaboration will provide a platform for athletes to demonstrate their skills, perseverance, and exceptional performances during iconic events such as the Paris 2024 Olympic Games and the Tokyo 2025 World Athletics Championships.

Promoting Athletics on a Global Scale

Partnership between World Athletics and Sony signifies a shared commitment to promoting athletics as a globally celebrated sport. By joining forces, the two organizations aim to elevate the profile of athletics and attract a wider audience.

By utilizing Sony’s vast reach and global presence, World Athletics can expand its fanbase and inspire individuals worldwide to engage with the sport.

Commitment to Innovation and Excellence

Sony’s reputation for innovation aligns perfectly with World Athletics’ commitment to excellence. The partnership aims to push boundaries and explore new avenues for enhancing the sport. By incorporating Sony’s advanced technologies, World Athletics can deliver an enhanced viewing experience and provide fans with unprecedented access to the world of athletics.

Embracing the Future of Athletics

As the athletics landscape continues to evolve, World Athletics and Sony are at the forefront of embracing the future of the sport. With advancements in technology and changing fan expectations, this partnership marks a significant step forward in creating a more captivating and immersive athletic experience.

By combining their expertise and resources, World Athletics and Sony are well-positioned to shape the future of athletics and ensure its enduring popularity.


The three-year sponsorship agreement between World Athletics and Sony represents an exciting milestone for the sport of athletics. With a shared passion for innovation and excellence, this partnership will undoubtedly enhance the fan experience and elevate the profile of athletics on a global scale.

By leveraging Sony’s cutting-edge technology and World Athletics’ commitment to showcasing exceptional performances, the collaboration promises to captivate audiences and inspire individuals worldwide. As we eagerly anticipate the upcoming events, including the Paris 2024 Olympic Games and the Tokyo 2025 World Athletics Championships, the world of athletics is poised to reach new heights through this groundbreaking partnership.