At a signing ceremony in Tokyo on Jan. 23, Sony announced that it will enter into a sponsorship agreement with World Athletics for 2024 through 2026. Beginning with the Glasgow World Indoor Championships on Mar. 1 and running until the end of 2026, Sony will provide sponsorship support for all events in the World Athletics Series. Sony subsidiary Hawk-Eye will provide services to assist in referees' decision making, contributing to fair and impartial competition management.
At the signing ceremony Sony president Hiroki Totoki commented, "Through the integration of World Athletics' knowledge and know-how with Sony technology we will bring all the excitement of athletics to a wider range of people than ever before, from hardcore fans to the kids." World Athletics top Sebastian Coe added, "It brings me great pleasure to announce signing this deal with one of the leaders in the history of technology and innovation. Thank you for believing in the sport of athletics."
Coe went on to outline his hopes for the partnership, saying, "I would like to focus on innovation and making the sport easier to understand, making it even better to draw in those who are new to it. We want to share the spirit of the World Championships and get young audiences into the stadium."
Held every two years, the World Championships will celebrate its 20th edition in Tokyo from Sept. 13 to 21, 2025. The World Championships were previously held in Tokyo in 1991 and in Osaka in 2007, making this their third domestic edition.
Translator's note: Coe also met with Tokyo governor Yuriko Koike during his trip to Tokyo to talk about preparations for the 2025 World Championships, as covered in the video above. More on their meeting here.
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translated by Brett Larner
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