Tokyo, Japan — Sony Group Corporation ("Sony") and the Japan Ladies Professional Golfers' Association ("JLPGA") announced today that they have signed a three-year partnership agreement under which Sony will be the JLPGA's Official DX Partner from FY2025 to 2027.

Since the special sponsorship agreement for the Sony JLPGA Championship hosted by the JLPGA started in 2024, Sony has been working to create new Kando (emotion) experiences. At the 2024 September JLPGA Championship, Sony collaborated with the smartphone golf game MINGOL -Everybody's Golf- and introduced a hole guide powered by Loactone™, Sony's Sound AR™ service, for the first time on a golf tour. Sony Group companies also provided support for the production of the tournament, including creative direction and design development.

Building on this history and to further strengthen the collaboration, Sony and the JLPGA have now signed the Official DX Partner agreement, under which Sony will provide comprehensive support for the use of a diverse range of data to enhance the appeal of women's professional golf tournaments and engagement with fans.

Based on the new partnership, Sony will provide support in various areas: visualizing competitive statistics, preparing content using AI, helping stream official footage that showcases the versatile skills of golfers featuring statistics, and providing new game-watching experiences made possibly by technology. In so doing, Sony will contribute to the JLPGA's efforts to strengthen its tour and enhance players' performance to "win on the global stage."

Sony and the JLPGA aim to leverage creativity and technology to enhance the Kando that golfers can bring to fans around the globe, thereby contributing to the sustainable growth and development of women's professional golf in Japan.