The first and only live sports channel for the airline and cruise line industries, Sport 24 has extended its agreement with the professional basketball tournament, National Basketball Association (NBA).
According to the arrangement, Sport 24 will provide more than 125 live NBA games per season for passengers on specific airlines and cruise lines.
As part of the agreement, the IMG-owned and operated channel will broadcast five live basketball matches per week during the league’s regular season and marquee events, such as the Emirates NBA Cup (previously known as the NBA In-Season Tournament), NBA All-Star, NBA Play-In Tournament, NBA Playoffs, and Finals.
The 2024-25 NBA regular season commences on October 22, featuring New York Knicks against Boston Celtics at 7:30 PM ET, subsequently followed by Minnesota Timberwolves taking on Los Angeles Lakers at 10:00 PM ET.
Richard Wise, SVP, Content and Channels for IMG’s media business, said, “The NBA is one of the most entertaining and competitive sports leagues in the world. Through our coverage, we’re excited to be bringing passengers regular live NBA action, including the thrilling new format, the Emirates NBA Cup. This is another example of our commitment to North American sports and to better serve our airline and cruise ship partners around the world.”
NBA Europe and Middle East Senior Director, Global Media Distribution, Adam Cox, said, “We are excited to continue our collaboration with IMG and Sport 24 as part of our commitment to making NBA games and programming accessible to fans wherever they are. Through this extension, fans will be able to follow the excitement of the NBA as they travel the skies and seas.”
Sport 24 and Sport 24 Extra are offered on over 665 planes operated by 11 airlines, including Emirates, the NBA’s global airline partner, as well as over 125 cruise ships operated by 15 major cruise lines. Both channels were launched in 2012 and are created in IMG’s production headquarters in Stockley Park, United Kingdom. Sport 24 broadcasts live coverage of major sporting events and competitions such as American football (in-flight only), football, golf, hockey, and tennis.
