The partnership between Sony and the NFL was born from a shared ambition to transform football through long-term innovation, enhancing performance, offi ciating accuracy, and fan engagement across every level of the game.

The relationship began with Sony’s Hawk-Eye providing video review services, and soon expanded through Sony’s Beyond Sports, which partnered with the NFL to deliver the league’s fi rst real-time alternate broadcast in 2023 with Toy Story Funday Football, followed by The Simpsons Funday Football in 2024.

Sony’s legacy in professional imaging also played an integral role. Since 2020, Sony has been the exclusive imaging products and support provider for The Associated Press, the defi nitive source for NFL imagery, with Sony cameras used by NFL broadcast partners across all major networks, including Super Bowl coverage.

In 2024, the partnership formally launched, naming Sony as a technology partner of the NFL, and solidifying a deep, multi-faceted collaboration grounded in strategic innovation. Together, Sony and the NFL are:
// Delivering custom-built headsets that utilise Sony’s Industry-Leading sound quality and noise-canceling technology to deliver critical sideline communication in all types of game conditions.
// Enhancing offi ciating accuracy through Hawk-Eye’s optical and skeletal tracking systems, supporting automated virtual measurements and critical reviews.
// Powering immersive, kid-friendly alternate broadcasts via Beyond Sports, leveraging Hawk-Eye’s tracking data and Next Gen Stats.
// Capturing the emotion of the game with Sony Imaging technology on the sidelines and through broadcast technologies.

This ecosystem of innovation targets players, coaches, fans, and next-generation audiences, while setting a new industry benchmark for how an innovative, technology led collaboration can transform the future of sport.