Sport 24
Sport 24 is a B2B live sports broadcasting service operated by IMG, delivering 24/7 premium sports content to international airlines and cruise lines via satellite. It licenses to 30+ carrier partners and reaches 610+ aircraft and 119+ cruise ships globally.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What Sport 24 does
Sport 24 is a B2B live sports broadcasting service operated as a division of IMG Media Limited (a subsidiary of TKO Group Holdings / Endeavor), producing and licensing two 24/7 channels — Sport 24 and Sport 24 Extra — that deliver more than 6,000 hours of live sports annually to international airline and cruise line operators. The service was launched in 2012 from IMG's production headquarters at Stockley Park near London Heathrow, with commercial and registered offices in London (Chiswick Park).
The technical platform is delivered globally via Panasonic Avionics' satellite television infrastructure, which exclusively broadcasts and markets Sport 24 to airlines regardless of their underlying connectivity provider. As of March 2025, the channels are available on 610 aircraft and 119 cruise ships worldwide, embedding into carrier IFE systems such as Emirates' ice TV Live. In June 2025, Sport 24 extended its distribution surface with a web player launched on Qatar Airways' Starlink-connected aircraft, enabling passengers to access live HD sports on personal devices via QR code for the first time — a step toward direct-to-device delivery beyond the seatback screen.
Sport 24's revenue model rests on two streams: (1) multi-year B2B licensing agreements with airline and cruise operators (price negotiated per fleet and rights scope), and (2) advertising and sponsorship sales to brands seeking access to captive global travel audiences during premium sports moments (e.g., HSBC, Christopher Ward, Visit Qatar). Its customer base spans more than 30 carrier partners across aviation (Emirates, Qatar Airways, Etihad, Turkish, Singapore, Cathay Pacific, British Airways, JetBlue, ANA, Air New Zealand) and cruise lines (Carnival Group, Royal Caribbean, Celebrity, Norwegian, Disney, Princess, Cunard, Virgin Voyages, Seabourn). With only 9 directly attributed employees, commercial, rights, and production functions are executed by the broader IMG organisation.
Sport 24 firmographics
Firmographics- Name
- Sport 24
- Legal name
- IMG Media Limited
- Website
- https://business.sport24live.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sport 24 is a B2B live sports broadcasting service operated by IMG, delivering 24/7 premium sports content to international airlines and cruise lines via satellite. It licenses to 30+ carrier partners and reaches 610+ aircraft and 119+ cruise ships globally.
- Ownership category
- akta.pro rank
Sport 24 industry classification
Industry- Product category
- Inflight and Cruise Live Sports Broadcasting
- NAICS
- Television Broadcasting Stations (51612), Other Spectator Sports (711219)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- Sports Streaming Distribution & App Platforms (CTV, Mobile, Web) (MPAKAOAL)
- akta.pro secondary industries
- International Sports Broadcasters & Rights Networks (MPABAJAE), Sports FAST Channels & Free Ad-Supported Streaming (MPAKAOAD), Sports Cable Networks (MPABAFAD)
Keywords
Where Sport 24 is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sport 24 business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Infrastructure, Personnel, Marketing or Sales
Revenue model
- B2B Licensing to Airlines & Cruise Lines: Sport 24 licenses its live sports channel content to airline and cruise line operators as a premium inflight/in-ship entertainment offering. Revenue is generated through multi-year licensing agreements with carriers who pay to broadcast the channel to their passengers as part of their entertainment suite.
- Advertising Revenue: Sport 24 sells advertising inventory to brands seeking to reach captive, global audiences of travellers watching live sports. Examples include Christopher Ward (luxury watch brand, Official Timing & Shirt Sleeve Partner of Everton FC) and HSBC as channel sponsors. Advertising opportunities include 2x30-second ads per hour, sponsored programming, and multi-layered brand partnerships across the channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | B2B licensing to airlines and cruise lines (custom packages) |
| Hybrid | Multi-year contract | Advertising and sponsorship packages for brands |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Sport 24 product offering
Product offeringCore offering
Sport 24 and Sport 24 Extra are the first and only 24/7 live sports channels dedicated to international airline and cruise line markets, broadcasting 6,000+ live hours per year of premium sports content (FIFA, UEFA, Premier League, NBA, NFL, NHL, F1, tennis Grand Slams, golf Majors) to passengers in the air and at sea via Panasonic Avionics' satellite platform. The service is offered as a B2B licensed entertainment channel to transport operators, with a new 2025 web player enabling personal-device viewing on Starlink-connected aircraft.
Product overview
Sport 24 operates as a two-channel live sports broadcasting platform specifically designed for the airline and cruise industries. The core offering consists of Sport 24 (the primary 24/7 channel) and Sport 24 Extra (the supplementary channel), which together deliver over 6000 live hours of sports content annually to passengers in the air and at sea. The platform recently expanded with the Sport 24 Web Player, a new access method enabling passengers with personal electronic devices to view content via a dedicated web player, first deployed on Qatar Airways' Starlink-connected aircraft. Content is distributed through partnerships with airlines and cruise lines worldwide, and delivered via satellite broadcast through Panasonic's live television service.
Differentiator
Problem solved
Functional benefit
Products and services
- Sport 24 The primary 24/7 live sports channel for international airline and cruise line markets, broadcasting over 6,000 live hours of premium sports content annually (football leagues and World Cups, NBA, NFL, NHL, tennis Grand Slams, golf Majors, F1, ICC cricket) to passengers globally through licensed carrier partnerships.
- Sport 24 Extra Sister channel to Sport 24 providing additional premium live sports content (additional 150+ live hours per month) to passengers on airlines and cruise ships worldwide, distributed through Panasonic Avionics' satellite broadcast platform.
- Sport 24 Web Player Dedicated web player enabling passengers to watch high-definition Sport 24 live coverage on personal electronic devices (mobile, tablet, laptop), accessed by scanning a QR code. First deployed on Qatar Airways' Starlink-connected aircraft, expanding distribution beyond the traditional seat-back IFE system to any connected aircraft.
Quantifiable outcome
- 74% of passengers would prefer to watch live sport over other inflight entertainment options
- +3 more outcomes
Companies that use Sport 24
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles4 records
Sport 24 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sport 24 partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, high and moderate.
- Qatar AirwayscoreQatar Airways partnered with IMG to become the launch partner for Sport 24's new web player technology on Starlink-connected aircraft. For the first time, passengers can watch Sport 24 on personal electronic devices via a dedicated web player, bypassing the traditional IFE system. Qatar Airways is the largest global airline to introduce SpaceX's Starlink technology on board. The partnership was announced on 18 June 2025.
- Asian Football Confederation (AFC)highThe AFC designated Sport 24 as its official in-flight and in-ship media partner through 2024. The IMG-owned and operated service broadcasts AFC's national team and club competitions globally (excluding domestic rights in China PR, Japan, and Australia), including the AFC Asian Qualifiers, AFC Asian Cup, and AFC Champions League. The partnership extends the reach of Asian football to millions of airline and cruise passengers worldwide.
- IMG Media LimitedcoreIMG Media Limited (registration number 04459066) is the parent company, owner, operator, and licensor of Sport 24. IMG Media Limited, a subsidiary of Endeavor (now TKO Group Holdings), produces, manages rights for, and operates Sport 24 and Sport 24 Extra from IMG's production headquarters at Stockley Park, near London Heathrow Airport. IMG also handles all commercial partnerships, rights negotiations, and content production for the channels.
- Panasonic Avionics CorporationcorePanasonic Avionics is Sport 24's exclusive technology and distribution partner for satellite-based live television broadcasting to airlines worldwide. Panasonic's market-leading live television service delivers Sport 24 and Sport 24 Extra via satellite to aircraft globally. Under an extended agreement, Panasonic exclusively markets both channels to airlines using other connectivity networks, enabling the service to be shown on any carrier featuring inflight entertainment. The partnership was first established at Sport 24's launch in 2012 and extended multiple times, including most recently in 2021.
- FIFAcoreFIFA, football's global governing body, licenses its competitions to Sport 24 for inflight and cruise distribution. Sport 24 broadcasts the FIFA World Cup (including the expanded 48-team FIFA World Cup 2026 with 104 matches), FIFA Club World Cup, and FIFA Women's World Cup. FIFA World Cup Qatar 2022 reached over 1.4 million inflight passengers.
- UEFAcoreUEFA has a long-standing partnership with Sport 24, with IMG broadcasting UEFA competitions including the UEFA Champions League, UEFA Europa League, UEFA Nations League, UEFA Super Cup, UEFA Europa Conference League, UEFA Women's EURO, and UEFA EURO. The partnership dates to 2015, reaching the 10-year milestone. Over 170 hours of Champions League and Europa League content is shown live per season.
- Premier LeaguecoreThe Premier League has a multi-year agreement with Sport 24 to broadcast 270+ live matches per season to passengers on airlines and cruise ships globally. The partnership was extended most recently in August 2025 for three further seasons. Sport 24 also broadcasts additional matches on Sport 24 Extra, plus weekly previews, reviews, and features.
- National Basketball Association (NBA)coreThe NBA has a multiyear extension with Sport 24 to broadcast 125+ live games per season, including regular-season games, the Emirates NBA Cup, NBA All-Star, Playoffs, and NBA Finals. Sport 24 airs five live NBA games each week. The partnership began in 2015. Available on more than 665 aircraft and 125+ cruise ships.
- National Football League (NFL)highThe NFL signed a five-year extension with Sport 24 to broadcast 100 live NFL games per season, including all international games, Playoffs, Pro Bowl, and Super Bowl. The partnership began in 2014. Games are available on select airlines including JetBlue, Emirates, Etihad, Turkish Airlines, and ANA. NFL is available inflight only.
- Formula 1highFormula 1 entered a three-year agreement (through 2025) with IMG to broadcast more than 150 hours of live coverage plus highlights from all race weekends on Sport 24 and Sport 24 Extra. F1 returned to Sport 24 following the addition of FIFA World Cup and ICC Cricket World Cup rights. Coverage includes all 23 races across five continents, including the inaugural Las Vegas Grand Prix.
- DAZNhighDAZN sublicensed rights to IMG to broadcast the FIFA Club World Cup 2025 on Sport 24. The deal grants IMG live rights to more than 55 matches and 115+ hours of coverage from the newly expanded 32-team tournament hosted across 12 venues in the United States.
- EmirateshighEmirates is a flagship airline partner broadcasting Sport 24 via its ice TV Live entertainment system. Emirates was one of the earliest and most prominent airline partners, providing Sport 24 access to a vast global network of passengers. Emirates is also the NBA's global airline partner.
- Etihad AirwayshighEtihad Airways is a key airline partner broadcasting Sport 24 to passengers on its global routes via the airline's inflight entertainment system.
- Carnival GrouphighCarnival Group is a flagship cruise line partner, making Sport 24 available across its fleet of cruise ships, reaching millions of passengers who can watch live sport from inside cabins, lounges, and pool deck areas.
- Royal CaribbeanhighRoyal Caribbean is a flagship cruise line partner broadcasting Sport 24 to passengers across its fleet, including on ships where multiple screens are deployed in main bars and theatres for communal viewing of major sporting events.
- Endeavor StreamingmoderateEndeavor Streaming provides the technology platform enabling Sport 24's web player functionality, as referenced in the Qatar Airways launch announcement. Endeavor Streaming is a subsidiary of Endeavor Group Holdings and specialises in premium video distribution and monetisation for live and on-demand content.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
Sport 24 competitors and assessment
Company assessmentDirect peers
- IMG Arena: Sister division within IMG that distributes official sports data, video, and betting content to sportsbooks and media operators globally. Both IMG Arena and Sport 24 are IMG-operated B2B sports content distribution channels serving operator/customer markets rather than consumers directly.
- Spafax: Global in-flight entertainment content and media services provider to airlines and rail operators, offering licensed audio, video, and live content distribution. Peer in the embedded IFE content licensing space with similar B2B airline customer base.
- Anuvu (formerly Global Eagle Entertainment): Anuvu's inflight entertainment content business (acquired from Global Eagle) supplies live TV, audio, movies, and sports content to airlines and cruise operators worldwide — the closest direct competitor to Sport 24's B2B live sports content licensing model across the same aviation and maritime customer base.
- Inflight Dublin: Dublin-based IFE content services company that produces, licenses, and distributes audio, video, games, and live sports content to airlines worldwide. Directly comparable niche player operating in the airline content supply chain where Sport 24 plays.
Broad incumbents
- beIN Sports: Qatar-based international sports broadcaster operating premium sports channels across MENA, Europe, Asia, and the Americas with deep rights portfolios including football, tennis and motorsport. Comparable global premium sports broadcaster model; overlaps Sport 24's rights inventory and is owned by a Qatar state-affiliated group that intersects with Qatar Airways (a flagship Sport 24 partner).
- Panasonic Avionics: Sport 24's exclusive satellite distribution and sales partner and the dominant provider of global IFE/live TV infrastructure. Functions as both a partner and an incumbent competitor since Panasonic itself markets live TV channel packages that include (and could expand beyond) Sport 24 to airlines.
- Thales InFlyt Experience: Thales' IFE business provides both hardware (AVANT seatback systems) and licensed media content — including live TV channels — to airlines. Competes with Panasonic Avionics for IFE infrastructure share, making it an adjacent competitor for Sport 24's distribution footprint.
- DAZN: Global sports subscription streaming platform that sublicenses premium rights (e.g., FIFA Club World Cup 2025 to IMG/Sport 24) and is increasingly a competitor in rights bidding. Comparable as a global sports rights acquirer and content distributor; DAZN also competes for the same B2B content deals Sport 24 relies on.
Others
- Starlink (SpaceX): SpaceX's low-earth-orbit broadband constellation currently being deployed on Qatar Airways and other carriers for inflight Wi-Fi. Already a partner via the Sport 24 Web Player on Qatar, but also a long-term competitive substitute if carriers prefer letting passengers stream their own subscriptions over Starlink rather than licensing Sport 24's curated channel.
- Viasat: Major in-flight connectivity provider whose high-bandwidth satellite Wi-Fi enables passengers to stream their own sports subscriptions directly. Functions as an indirect substitute and infrastructure enabler, particularly relevant to the Sport 24 Web Player model that depends on next-generation connectivity rather than legacy satellite broadcast.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sport 24 social profiles
Digital presenceSport 24 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sport 24 leadership team
Management profileNumber of profiles
Profiles1 record
Sport 24 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sport 24 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sport 24
What does Sport 24 do?
Sport 24 and Sport 24 Extra are the first and only 24/7 live sports channels dedicated to international airline and cruise line markets, broadcasting 6,000+ live hours per year of premium sports content (FIFA, UEFA, Premier League, NBA, NFL, NHL, F1, tennis Grand Slams, golf Majors) to passengers in the air and at sea via Panasonic Avionics' satellite platform. The service is offered as a B2B licensed entertainment channel to transport operators, with a new 2025 web player enabling personal-device viewing on Starlink-connected aircraft.
Is Sport 24 a public or private company?
Sport 24 is a private company. It is classified as corporate owned and is currently operating.
When was Sport 24 founded?
Sport 24 was founded in 2012. It employs 1 to 10 people.
Where is Sport 24 based?
Sport 24 is headquartered in London, United Kingdom, in the Europe region.
How does Sport 24 make money?
Two revenue lines are on record. B2B Licensing to Airlines & Cruise Lines are the primary driver. The others are advertising Revenue.
Who are Sport 24's main competitors?
Direct peers on record are IMG Arena, Spafax, Anuvu (formerly Global Eagle Entertainment) and Inflight Dublin. Broad incumbents are beIN Sports, Panasonic Avionics, Thales InFlyt Experience and DAZN. Others are Starlink (SpaceX) and Viasat.
Does Sport 24 have an API?
No public API is recorded for Sport 24.
What industry is Sport 24 in?
Sport 24's product category is Inflight and Cruise Live Sports Broadcasting. Its primary akta.pro industry code is MPAKAOAL, Sports Streaming Distribution & App Platforms (CTV, Mobile, Web), with a secondary code of MPABAJAE, International Sports Broadcasters & Rights Networks. Its NAICS code is 51612 and its SIC code is 4841.