Under a multi-year extension of its partnership The National Basketball Association (NBA) has partnered with Sport 24, the 24/7 live sports channel catering to the international airline and cruise line sectors. According to this renewed agreement, Sport 24 will broadcast over 125 live NBA games each season, providing passengers on select airlines and cruise lines with access to thrilling basketball action during their travels.
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.”
Sport 24, the IMG-operated channel, will feature five live NBA games each week throughout the regular season, as part of its renewed agreement, along with coverage of key marquee events. These include the Emirates NBA Cup (formerly known as the NBA In-Season Tournament), NBA All-Star Game, NBA Play-In Tournament, NBA Playoffs, and the Finals. The 2024-25 NBA regular season is set to tip off on October 22nd, bringing an exciting lineup of basketball action to viewers.
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.”
Additionally, Sport 24 and Sport 24 Extra are now accessible on over 665 aircraft across 11 airlines, including Emirates, an official global airline partner of the NBA and on more than 125 cruise ships spanning over 15 international cruise lines.