Virgin Atlantic has announced a new partnership with Sport 24, the live sports broadcaster operated by IMG, enabling passengers to watch live sporting events onboard the airline’s Starlink-enabled aircraft as demand for premium in-flight connectivity and entertainment continues to grow.
Under the agreement, customers travelling on Virgin Atlantic’s connected fleet will gain access to Sport 24 and Sport 24 Extra, allowing them to stream live sports coverage directly to their personal devices throughout their journey. The service will be delivered via the airline’s high-speed Starlink Wi-Fi network, ensuring uninterrupted access to major sporting events from gate to gate.
The partnership launches ahead of a busy global sporting calendar and will provide passengers with access to more than 6,000 hours of live sports annually. Programming includes some of the world’s most-followed events, including the FIFA World Cup 2026, Wimbledon, The Open Championship, alongside leading football, basketball, tennis and motorsport competitions.
The move forms part of Virgin Atlantic’s wider strategy to enhance the customer experience through next-generation connectivity. Starlink internet is currently available on approximately one-third of the airline’s fleet, with a full rollout expected by 2027.
Commenting on the announcement, Juha Jaervinen, Chief Customer Officer at Virgin Atlantic, said, “Whether you’re travelling for business, heading off on holiday or flying home, nobody likes missing a big sporting moment. With Sport 24 available on our growing Starlink-enabled fleet, customers can be part of the action from start to finish – another way we’re taking connectivity to new heights.”
Richard Wise, SVP, Content and Channels at IMG, added, “Sports fans want to stay close to the action wherever they are, and travel shouldn’t mean missing out. Sport 24 is the market-leading live sport partner in the air and at sea with an unmatched portfolio of live sport, including the FIFA World Cup 26TM, The Championships (Wimbledon), The Open, and much more. With 14 years of proven delivery, supported by the global knowledge, insights and expertise of IMG, we’re a trusted partner for airlines worldwide.”
The agreement further strengthens Sport 24’s presence within the global aviation sector, where it already partners with leading carriers including Qatar Airways and Saudia. The broadcaster has also secured rights to the FIFA World Cup 2026, positioning it to capitalise on one of the largest global sporting events in history.
As airlines increasingly seek to differentiate their onboard offering through digital services, live sports are emerging as a powerful engagement tool. For Virgin Atlantic, the partnership not only enhances its entertainment proposition but also maximises the value of its ongoing investment in fleet-wide connectivity.
