I'll bet that nobody ever bought into a camera system simply because they saw it being used at a sporting event on TV..!
I'd happen to disagree on this point.
I think Canon as a brand stood out at the Olympics and World Cups with their logos and white lens.
Not too many people bought the white lens but they did buy into the brand being what the very best photographers used.
I think it has been very influential in getting people into buying Canon cameras and lens.
In the case of AP I'd assume Sony just offered an attractive deal better than what Canon or Nikon were prepared to do.
Silent photography has started to become a requirement in news reporting and Sony up to now have had the mirrorless edge with Canon not having a total professional camera. Up to the R5 their professional cameras tended to be mirrored (dual memory cards).
I'm sure Sony would like to nudge Canon off the stage at sporting events but alot more agencies would have to switch first.
Its not significant in itself unless its the start of a pattern.