Note: Single-source report; awaiting corroboration.
Sony Corporation and World Athletics are collaborating to introduce broadcast innovations at the World Athletics Ultimate Championship in Budapest, Hungary, from 11 to 13 September. As an official global partner, Sony will provide proprietary optical tracking technology to create immersive three-dimensional computer graphics (3DCG) visualizations of sprint finishes, enhancing the fan experience as a proof of concept at the event.
The technology captures athlete movement data for track disciplines and recreates key sprint race moments for broadcast integration. These enhanced visuals will appear in the host broadcaster's international feed, distributed to over 30 major broadcasters worldwide, including BBC, NBCUniversal, CCTV, ARD/ZDF, NRK, SVT, L’Équipe, CPSL, Polsat, and TBS. This initiative aims to transform split-second sprint performances into dynamic visual storytelling, offering audiences new perspectives on the speed and athleticism of top competitors.
Sony will also support accredited photographers at the venue to facilitate their creative work and delivery. Hawk-Eye Innovations, a Sony subsidiary, will provide video replay services to assist World Athletics officials in making accurate and efficient decisions during the championship.