The World Aquatics governing body has struck a four-year commercial deal with Japanese technology and media conglomerate Sony Corporation.

Through a tie-up announced yesterday (December 9), Sony becomes a global partner of the governing body for six aquatic sports and will support all World Aquatics events through 2028.

The tie-up gets underway today, as the World Aquatics Swimming Championships begin in Budapest, Hungary. That event runs through December 15 (Sunday).

World Aquatics has said that both parties will “work together to apply technology to promote aquatics to a global audience.”

Specifically, official photographers and videographers from World Aquatics will use Sony equipment for the next four years, while Sony company Hawk-Eye Innovations will provide video replay services at a range of World Aquatic events.

A specific platform for World Aquatics imagery shot by Sony will launch in late December, enabling fans to “access dynamic event highlights and exclusive medalist photo shoots.”

Husain Al-Musallam, president of World Athletics, has said: “Sony's cutting-edge technology and commitment to excellence will elevate the experience of our competitions, capturing the intensity and artistry of aquatic sports in innovative ways that engage and inspire global audiences.”

Elsewhere in World Aquatics’ commercial partner portfolio, the Switzerland-based body renewed its deal with US-based global financial services company Corpay through 2028.

Other global partners of the governing body include Myrtha Pools, Nongfu Spring, Omega, and Yakult.

The ongoing World Aquatics Swimming Championships are taking place in Budapest’s Duna Arena.

Kimio Maki, Sony Corporation’s president and chief executive, added: “We are pleased to become an official partner of World Aquatics, which provides wide-ranging support to aquatics athletes and fans.”

In terms of sponsorship deals with international sports federations, Sony also has a tie-up with the World Athletics body through 2026.