Sony to End Six-Decade CES Presence, Skips 2027 Show

Sony Group Corporation has decided to discontinue its participation in the Consumer Electronics Show, ending a partnership spanning more than 60 years. The company confirmed it will be absent from CES 2027, signaling a strategic shift in how the technology conglomerate engages with the industry and consumers.

The decision reflects broader changes in how major technology firms approach product launches and industry showcases. Rather than relying on traditional trade show venues, many companies have increasingly opted for direct-to-consumer announcements and digital platforms to reveal new products and technologies.

Sony's departure from CES represents a notable shift for an organization that has maintained a prominent exhibition presence at the consumer electronics industry's marquee event for decades. The company's legacy at the show includes numerous product announcements that shaped consumer technology trends.

The Japanese manufacturer joins other major technology firms in reassessing their trade show strategies as the industry evolves. Companies continue to explore alternative channels for product reveals, including dedicated virtual events and press conferences that offer greater control over messaging and audience engagement.