When I think of Sony cameras and professional sports, I naturally think of photographers lining the pitchside with enormous telephoto lenses. However, Sony invited me to Tottenham Hotspur Stadium in London to see its NFL technology in action, and its involvement goes far beyond photographers on the sidelines.
Sony became an official technology partner of the NFL in 2024, expanding an existing relationship in which its cameras, broadcast equipment, and Hawk-Eye technology have become increasingly important to how the sport is played, officiated, and watched.
And the scale is quite remarkable. During the 2025 NFL season, Sony cameras captured more than 1,100 hours of broadcast television across over 300 games, while Associated Press photographers shot more than 130,000 images using Sony Alpha equipment. At Super Bowl LX alone, more than 175 Sony cameras were deployed on and around the field.
Cameras that can influence the game
Perhaps the most recognisable part of Sony's NFL partnership is Hawk-Eye, a name that will already be familiar to anyone who follows tennis or soccer, where cameras have become essential to officiating (love it or hate it).
In the NFL, Hawk-Eye has a similar broad role in instant replay. Across the NFL, 12 dedicated boundary-line cameras at each stadium provide additional angles to help officials scrutinize key decision moments in the game. And during the 2025 season, these cameras supported 322 replay reviews and 141 replay assists.
One of these key areas is using Hawk-Eye's camera systems to determine whether a team has gained the required 10 yards for a first down.
Traditionally, close first-down decisions involved officials bringing out a set of measuring chains, a process that could take more than a minute and interrupt the flow of the game. Sony's virtual measurement system instead uses six cameras to determine the distance between the spotted football and the first-down line.
During the 2025 season, the system was called upon for 21 virtual measurements, and Sony says these were completed in nearly half the average time required for traditional chain measurements.
Officials are still responsible for deciding exactly where the ball should be placed after a play. Hawk-Eye measures the distance from that position, rather than independently determining where the ball should have ended up, so there is still room for human judgment and error.
Supporting photographers with kit
Of course, Sony hasn't forgotten about the army of photographers capturing every moment, and one thing I learned during my visit was just how much support goes into keeping them shooting throughout a game.
Sony told me it typically supports around 75 to 100 photographers on game days, offering everything from loan equipment to sensor cleaning and repairs (even on cameras not carrying Sony branding).
There's also an interesting mix of cameras being used to capture the action. Sony says freelance photographers have been particularly drawn to the high-resolution Sony A7R VI; now its speed has caught up with the massive resolution, while agencies tend to favor the even faster Sony A1 and A9 series.
Lens choices are interesting too, with Sony's new, significantly smaller and lighter 400mm f/4.5 and 600mm f/6.3 G Master lenses apparently already proving popular with photographers who don't fancy lugging enormous telephotos around the sidelines all day.
Sony audio on the sidelines
Sony's partnership also goes beyond photography – the headsets worn by NFL coaches.
Sony developed a completely new headset specifically for the league, drawing upon the design of the WH-1000X consumer range of noise-canceling headphones, but adapting it to an environment where it needs to withstand humid heat to freezing temperatures, as well as some abuse from frustrated coaching staff.
Sony tested its headsets using crowd noise exceeding 100 decibels, with specially designed microphones that isolate the coach's voice from the surrounding noise. I tested this out (without the baying crowd, unfortunately), but the audio beaming between the sidelines and a box far up in the stadium rafters was crystal clear.
More than 2,300 of its headsets were deployed across all 32 NFL teams during the 2025 season, recording over 1,100 hours of game-day communication, which Sony says was done so without a single hardware failure.
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For more, check out our guides to the best Sony camera or the best camera for sports photography.
