Two-year deal will see Canon integrated into live events, livestream broadcast and more.
Since its establishment in 1937, Canon has been at the forefront of optical, photographic, and imaging innovation for nearly nine decades. That technology will be on display throughout the 2026 Formula DRIFT season, which kicks off on the Streets of Long Beach on April 10-11.
As the “Official Imaging” partner of Formula DRIFT, Canon U.S.A., Inc. will be integrated into the livestream broadcasts. The latest broadcast-spec Canon CR-X300 Outdoor 4K PTZ (pan tilt zoom) camera and RC-IP100 PTZ controller will be employed at every round to share angles of the action at each track that have never been seen before by the online audience. The aim is to highlight the versatility and quality of the Canon camera by sharing it with the millions of fans who tune in from around the world to watch the streamed practice, qualifying and every competition heat.
Additionally, Canon will provide registered media with an onsite photo printing station, featuring the imagePROGRAF PRO-1100 printer. Leading series photographers such as “Canon Explorer of Light” Larry Chen and his team will be able to print their images throughout the competition weekend and share them with fans at each track. In addition, the Formula DRIFT team will be utilizing the Canon IX-R7000 ID Card & Badge Printer for on-site credentials.
“Canon has always been driven by a passion for pushing the boundaries of what is possible in optical technology. Partnering with Formula DRIFT as the Official Imaging Partner will allow us to bring that legacy of innovation to one of the most visually dynamic sports in the world,” said Kiyoshi Oka, executive vice president and general manager, marketing strategy unit at Canon, U.S.A., Inc. “From the first turn in Long Beach to the final heat of the season, our goal is to ensure that every plume of smoke and every high-speed transition is captured with uncompromising quality to showcase the versatility and power of the Canon ecosystem.”
Attendees who wish to learn more about the latest Canon products will be able to explore the company’s activation at four rounds throughout the season. This will include the Opening and Final Rounds in Long Beach, Round 2 at Michelin Raceway Road Atlanta and Round 6 at Evergreen Speedway near Seattle.
“Our most iconic images over the past 20 years have been captured on Canon cameras, so to officially partner with such a legendary brand is an honor and testament to our legendary content creators such as Larry Chen. And now Canon has empowered Formula DRIFT to provide fans with unique images never seen before, special fan activations at select events, and new resources for media attendees. We could not be more thrilled to see where Canon takes the sport over the next two years!” said Bryan Olfert, Sales Director for Formula DRIFT.
