Seiko was the main partner of the 2009 IAAF athletics events, which included the World Youth Championships in Bressanone, Italy; the World Athletics Championships in Berlin, Germany; the World Athletics Tour Final in Thessaloniki, Greece as well as the World Half Marathon Championships in Birmingham, UK.

The Seiko Timing Computer is central to the total athletics operating system (TAOS). It connects track timing and measuring systems, manages the data and controls what is being displayed on the track-side clocks and wind-speed displays.

Two times are provided by Seiko; the unofficial time which is displayed on the TV screen and on the track-side clocks and the official time which comes from the Seiko Photo-finish system a few seconds later.

Recent technological advances include electronically controlled systems linked together in one secure network to allow the flow of data between all parts of the Seiko operation and set-up. Online links to results, TV, scoreboards and the internet are also available to allow all participants at the venue or at home to know what is happening in real-time.

Developments in scoreboard and display technology include using colour in different areas to allow for a more dynamic presentation and more data to be displayed. The ability to track every athlete electronically via transponders is the big revolution in event timing.

Active transponders now have their own power source, they are front bib mounted and time and positions are generated for athletes at more points on the course, which are transferred to TV and results in real-time via moving tickers.