Saudi Arabia’s national flag carrier, Saudia, has partnered with Sport 24 to offer passengers live FIFA World Cup 2026 coverage onboard selected flights, becoming the first Saudi airline to provide real-time access to football’s biggest tournament in the air.
The partnership will see Sport 24, IMG‘s live sports channel for airlines and cruise ships, deliver live World Cup broadcasts through Saudia’s inflight entertainment system across aircraft equipped with the required connectivity and technology. The service will be available throughout the tournament, which runs from June 11 to July 19, 2026.
The move forms part of Saudia’s wider strategy to elevate the guest experience through premium entertainment offerings and enhanced onboard connectivity. By bringing live World Cup action directly to passengers, the airline aims to ensure fans remain connected to the tournament regardless of where they are travelling.
The agreement also highlights the growing role of live sports content within the aviation industry, where airlines are increasingly leveraging major sporting events to strengthen customer engagement and differentiate their inflight experience.
Sport 24 currently holds the rights to distribute live FIFA World Cup coverage across airlines and cruise operators globally, providing a unique platform for fans to follow matches beyond traditional broadcast and streaming environments.
Rossen Dimitrov, Chief Guest Experience Officer at Saudia, said, “This launch reflects how we see the future of guest experience at Saudia: more connected, more engaging, and shaped around what matters to our guests. Through our partnership with Sport 24, we are adding a distinctive new dimension to the onboard experience, allowing guests to stay close to one of the world’s most-watched sporting events while enjoying Saudia’s hospitality in flight.”
The announcement comes as Saudi Arabia continues to strengthen its position within the global sports landscape ahead of hosting the FIFA World Cup 2034. Through Vision 2030, the Kingdom has invested heavily in sport, tourism and infrastructure, with major events increasingly serving as strategic drivers of economic growth and international visibility.
The timing of the partnership is particularly significant for Saudi football fans, with the Saudi Arabian national team beginning its FIFA World Cup 2026 campaign against Uruguay. The Green Falcons will also face Spain and Cape Verde in Group H as they seek to secure progression to the knockout stages of the tournament.
For Saudia, the partnership reinforces its commitment to innovation and customer experience while aligning the airline with one of the most valuable and widely followed properties in global sport.
