Global sports marketing agency, IMG, has announced that it has extended its agreement to broadcast Premier League football (soccer) matches to the inflight and cruise markets on its Sport 24 channel, for the next three seasons.
Under the terms of agreement, Sport 24 will continue to broadcast more than 270 matches from the English teams live on its channels to passengers globally each season. The deal follows the release of Sport 24’s web player, which enables passengers to watch high-definition coverage of the world’s major sports events on their personal electronic devices (PEDs), and first launched onboard Qatar Airways’ Starlink connected aircraft.
Richard Wise, SVP Content and Channels, IMG said of the announcement: “Our research shows that 74% of passengers would prefer to watch live sport over other inflight entertainment (IFE), and the Premier League remains one of the most popular sport leagues in the world. We’re delighted to extend our live coverage of the league, and passengers now have more ways to enjoy live sport onboard with Sport 24 than ever before, so they never have to miss a moment of the action.”
The agreement forms part of Sport 24’s extensive live football coverage deals, which includes the FIFA World Cup 26, UEFA Champions League, UEFA Europa League, UEFA Nations League, and the AFC Asian Cup. It follows what IMG says is a “hugely successful summer of sport” on the channels, which saw Sport 24 deliver more than 210 hours of the FIFA Club World Cup 2025 and UEFA Women’s EURO 2025 championships to passengers around the world.
Sport 24 is owned, licenced and operated by IMG, and is a dedicated live sports channel available on airlines and cruise ships around the world. The channel can be viewed on multiple carriers, including Etihad Airways, Emirates, Turkish Airlines, Qatar Airways, Singapore Airlines, Cathay Pacific, Carnival Group, Royal Caribbean, Celebrity, Norwegian Cruise Line, Fred Olsen and more.
