IMG’s Sport 24 continues its mission to redefine the in-transit entertainment experience, renewing its partnership with the Premier League in a new three-year deal that will see it broadcast over 270 matches per season through the 2027-28 campaign.
This move reinforces Sport 24’s status as the global leader in live sports delivery at altitude and sea level — now available across 610 aircraft and 119 cruise ships, including some of the world’s most prestigious carriers such as Emirates, Singapore Airlines, Royal Caribbean, and Carnival Group.
Why It Matters
As the lines between traditional broadcast and contextual, experience-based media blur, Sport 24 is emerging as a case study in content strategy for captive audiences. With IMG’s internal data suggesting that 74% of travelers prefer live sport over any other entertainment onboard, this isn’t just about rights — it’s about leveraging sports IP to command attention in high-value, high-dwell time environments.
Live sport is now a competitive differentiator in mobility. Airlines and cruise lines aren’t just investing in bigger screens or faster Wi-Fi; they’re aligning with media offerings like Sport 24 to elevate their passenger experience and retain loyalty.
A Deepening Portfolio
Beyond the Premier League, Sport 24’s global sports rights ecosystem is rapidly expanding. It holds live rights to:
- The 2026 FIFA World Cup
- UEFA Champions League and Europa League
- UEFA Nations League
- AFC Asian Cup
- Formula 1
- NBA
- NFL (inflight only)
- Golf’s four majors
- Tennis Grand Slams
- Major cricket tournaments
This multi-sport, multi-territory model, produced from IMG’s Stockley Park hub, represents the future of rights packaging — content optimized for transient but hyper-engaged audiences.
What’s New: The Web Player Push
In a recent strategic upgrade, IMG unveiled a web player for Sport 24, giving passengers the ability to access content on their own devices. This reflects a broader trend across entertainment — giving users more control over when, where, and how they consume live content.
It’s a shift from broadcast to bring-your-own-device (BYOD) streaming — and it positions Sport 24 not just as a channel, but as a platform.
The Strategic Signal
This isn’t just another rights renewal. It’s a data-informed, experience-driven signal that live sport is one of the few cultural assets still capable of commanding attention — especially in environments where attention is captive, loyalty is high, and dwell time is long.
Sport 24’s Premier League extension is part of a broader media strategy built around contextual domination — owning the key moments when fans are disconnected from terrestrial TV but still crave live, shared experiences.
It’s not just about what’s playing. It’s about where it’s playing — and who has the rights to own that moment.
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