The new partnership will include more than 100 live regular-season, playoff and Finals games each season on in-flight channel Sport 24. The IMG-owned and produced channel is available on more than 250 aircraft on 10 airlines, including Emirates, Etihad Airways, Lufthansa, Qatar Airways and Turkish Airlines. As part of the partnership, IMG will also distribute original NBA programming, highlight shows and content across the wider in-flight industry.
“The NBA is an outstanding addition to the Sport 24 stable of top live action from the world’s major sporting events and leagues,” said Richard Wise, senior v.p. of media at IMG. “Airline passengers and basketball fans around the globe can now see regular live NBA action and witness the drama and excitement, featuring so many iconic players. We are delighted to have them on board.”
Sport 24, which launched in March 2012, will also show live coverage from this year’s Rugby World Cup, the Barclays Premier League, the Bundesliga, Formula, golf’s Majors, tennis’ Grand Slams and the ATP 1000 events and finals.
“We are excited to offer live NBA games to our fans all across the world as they travel the skies,” said NBA Senior Vice President of Global Media Distribution Matt Brabants. “This is another great way of making our games accessible to NBA fans wherever they may be. We are very pleased to be partnering with IMG and Sport 24.”