Virgin Atlantic is working with IMG to bring live sport onboard through Sport 24, giving customers access to major sporting events during their flight.
Available on Starlink-enabled aircraft, passengers can stream Sport 24 and Sport 24 Extra on personal devices free of charge via Virgin Atlantic’s high-speed Wi-Fi. The service is available from boarding through to landing, including at cruising altitude.
This includes live coverage of events such as FIFA World Cup 26, alongside tennis, basketball, motorsport and other international competitions. Sport 24 offers more than 6,000 hours of live sport annually and is designed specifically for airline and cruise environments.
Owned and operated by global sports marketing agency IMG, Sport 24 is the first live sports channel created for passengers in transit and is already available across multiple airline and maritime partners worldwide.
The service comes as Virgin Atlantic continues installing Starlink Wi-Fi across its fleet. Around one third of aircraft are now equipped, with full Airbus A350 installation completed ahead of schedule and full fleet rollout expected by 2027.
Juha Jaervinen, chief customer officer at Virgin Atlantic, commented: “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.”
Richard Wise, SVP content and channels at IMG, says Sport 24 is designed to ensure fans do not miss live sport including the FIFA World Cup 26TM, The Championships (Wimbledon), The Open, and much more in transit, supported by more than a decade of delivery across aviation and maritime sectors.
Virgin Atlantic says the addition of Sport 24 strengthens its inflight entertainment, expanding the ways passengers can stay connected throughout their journey.
